You send a well-crafted email with a meaningful subject line, you follow all the best practices and always clicks on canceling the subscription – the worst nightmare for any marketing specialist by e-mail.
Although you can not have a null unsubscribe rate, you can limit your unsubscriptions. A good churn rate is less than 0.5% (0.2% is in the norm). An unsubscribe rate above 0.5% indicates that you need to work on the issue.
Negative and positive reasons for cancellation
According to MarketingSherpa the main reason why your audience unsubscribes from emails is that they are bombarded from many sources. Receipt of irrelevant e-mails was the second most common response, while e-mail was the third most cited reason.
Unsubscribes mean higher customer churn, disengaged readers, and lower conversion rates, but it's not quite dark and gloomy.
Now consider three advantages of not subscribed .
You maintain your sender reputation. Unsubscription indicates that the subscriber has chosen not to hear you without reporting your mail as spam.
You can find out why people are unsubscribing. Direct your unsubscribe requests to a preference center and let the person select what they want to unsubscribe from.
Avoid all-or-nothing unsubscriptions. Create a #email preferences center, says @imkevin_monk Click to Tweet
Here is an example of Travelocity's preference center:
You can also ask customers to tell them why they are unsubscribing from your emails by offering a drop-down menu of options (even if they do not require that they give a reason to unsubscribe).
Your list contains only qualified contacts. Unsubscribing can be like a bitter medicine. Unsubscribers include prospects who are not very interested in your products or services. Therefore, your list is better when they go. After all, you pay a price for every email you send. Why not send it only to qualified prospects?
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How to reduce churn
Unsubscriptions have some advantages, but your goal is probably always to reduce the number of recipients who opt out. Here are some ways to do it.
Segment your list
Segment Your subscriber list based on relevant parameters such as age, gender, credentials, designation, purchase history, and pages viewed. Segmentation helps you send customized emails based on subscriber preferences. This customization reduces the chances that the recipient thinks the emails are irrelevant to him.
TIP: Send personalized offers that give subscribers a sense of exclusivity and give them a special character.
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Map content on the journey of the buyer
When it comes to e-mail marketing, knowing your buyer's path is half the battle. Collect subscriber information through lead awareness campaigns and use them to map content based on their buying habits.
TIP: Use an Excel spreadsheet to sort this information and write the correct content for the most relevant segments.
Watch the number of emails
Be proactive and test the frequency of emails you send. Use a unique frequency for each segment. When adopting different approaches, keep an eye on your response rate. This trial and error strategy can help determine a more ideal number to send.
TIP: Follow a consistent e-mail program so your subscribers know when they can expect to receive your e-mails.
Giving Options for Alternative Communication
Include Social Media Icons on your unsubscribe page so that they can continue logging on these platforms. Look at this Blurb example:
TIP: Add a "take a break" option on your unsubscribe page.
Use shared comments on unsubscribe page
As previously mentioned, ask users to give their feedback and think about it to understand the issues with your messaging strategy. Make the necessary changes to limit additional unsubscriptions.
TIP: If a subscriber requests to receive only informational e-mails, do not send promotional e-mails to them. Respect the comments.
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Work on your subject lines and on the copy of an email
The only way to reduce unsubscriptions is to provide value to the subscriber from the subject line of the email until the copy. Write an interesting subject line and an outline text indicating the purpose of the e-mail from the very beginning. Then, focus on creating copy elements and visual elements that resonate best with your audience segment.
TIP: Keep your emails light to ensure a short load time and a smoother subscriber experience.
Add an emotional quotient on the unsubscribe page
Touch the emotional appeal of the subscriber via a cute unsubscribe page.
When PetDoors.com added pictures of sad looking dogs, it observed a decrease of 82.2% in the number of unsubscribed subscribers:
HAND-HELD CONTENT: How to write e-mail newsletters People want to open and act
Pleasure is the path to a lucrative business. The better your emails are, the happier your subscribers will be. You will see fewer unsubscriptions and a higher conversion rate. This is a win-win solution for the brand and email recipients.
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Cover image of Joseph Kalinowski / Content Marketing Institute