10 Things you can do to Reduce E-mail Unsubscribe Rates
If you are an email marketer and you send out email campaigns to your list, some people are going to unsubscribe from your list at one point, it is inevitable.
Generally, if you are having unsubscribe rate of 0.5% or less, you have a very healthy rate. But if you are having opt-out rates higher than that, something is amiss and should be corrected fast. Here are 10 things you can do to reduce your email unsubscription rate.
1. Segment your list for more targeted email delivery.
Avoid the pitfall of sending out generic emails that try to appeal to everyone on your list because not everyone will be impressed. One of the reasons people opt-out is because they often receive vague, untargeted and generic email.
Segmentation is the process of dividing your list into specific groups so that you can send targeted messages to each of your groups. For instance, if you are selling clothes, you should separate your list into male and female so that you can send them relevant clothing news and information. If you are a distributor of electronics, you might choose to separate direct consumers from wholesalers in your list.
People are more likely to continue reading your emails if you send timely and relevant information. How would you react to an email that talks about an electric beard trimmer whereas you are a woman? You will most likely go for the unsubscribe button faster than you can finish saying “unsubscribe”. If you want your unsubscribe rates to hit the roofs, simply send anything to everyone at any time.
2. Provide value.
Although we have heard this more often than not, it is still the truth. Content is King is perhaps one slogan that has been repeated enough times so much so that there seems to be no longer any need to say it any more. If online business is a country then content is the capital city. Although there may be several other cities in the country, the capital city is the focal point. Your email should provide value and should be something people actually want to receive and open.
3. Personalize your emails.
Personalization of emails is a big deal. It is the defining point between an email being read and being ignored. If you want to improve your email open rates, you need to personalize your email. For example, instead of just saying “Hello there,” it is important to say “Dear John”, for example. Email marketing providers have tools to help you personalize your messages.
4. Be consistent with quality and frequency.
Professional marketers are predictable when it comes to the number of times they email their subscribers per week or per month. You should have a pattern you use to reach your subscribers. If you are erratic in terms of the frequency you send your email, your subscription rates will increase; therefore, be more consistent with the frequency of your emailing. This must clearly be in line with what you told them at the time of opt-in on the landing page or blog. For example, if you tell your readers to “subscribe to receive weekly updates”, then do just that - send out your message every week.
Sometimes knowing the appropriate frequency to publish your email can be a challenge. If you have not determined the best time to send an email to subscribers, you can do a split test. For example, split your list into two. Send an email every week to one group and send another email every two weeks to another group. See which group performs better. The metrics to use include open rates, conversion rates and click through rates, among others.
5. Timing is important.
When it comes to publishing email, timing is critical. According to WordStream, emails sent out during weekdays receive the best open rates while those sent out on weekend have the worst - you can guess the reason.
The best time of the day to send your email should either be in the morning when people are getting to work and opening their email or in the evening when people are winding up. At the same time, you don’t want to send your email too early or too late because it might get pushed to the bottom of your readers’ to-do list.
Having said that, it is important to note that different people have different preferences. Not everyone wants to receive the daily newsletter in the morning when they should be getting started with their day’s work. At the same time, some people wouldn’t want to receive promotional emails in the evening when they have had a very grueling day. The best thing to do is to provide options and let subscribers choose when they would like to receive their emails.
6. Offer an alternative to opt-down instead of completely opting out.
We all know how difficult it is to harvest email addresses; we shouldn’t lose them cheaply. This doesn’t mean that you should bullishly refuse to allow your subscribers to unsubscribe, unless you want to be blacklisted.
What you should do is to provide an alternative for your subscriber to opt-down instead of opting out completely.
Perhaps they want to receive fewer emails or they just want to have a break. You should give your subscribers these options and you will still have your subscribers intact and everyone will be happy.
7. Be creative with subject lines.
Savvy email subject lines can play a very important role when it comes to reducing unsubscribe rates. Although sensationalizing your subject lines beyond what is truth is by no means the way to do it, it is good to create attractive, smart and solid subject lines. Compare these subject lines.
Subject Line A : “How to Make Money Online”. Subject Line B: “Read this Incredible Story of a Rookie Who Make $5,000 in 23 Days Blogging”. Subject Line B is more likely to be opened than A which looks rather ordinary and boring.
8. Optimize content for mobile.
More than 65% of emails are opened via mobile devices. Don’t shoot yourself on the foot by failing to optimize your content for mobile and tablet viewing. Don’t give your subscribers any reason to be angry with you.
9. Get feedback.
When people leave, they have a reason. Encourage those who opt out to fill in a short survey on why they left. This will give you insights on what you need to do to prevent future opt-outs, if it is something you can prevent.
10. Don’t overdo things.
Keep things simple. Avoid clattering your messages with images and other stuff. In any case, your email should only act as an introduction to more content that can be found on your blog or website. Another pitfall to avoid is over-formatting your message. There is nothing as annoying as reading a message that is a mixture of all caps, underlines, italics, different font types and sizes and different font colors and text highlights. Do this and your unsubscription list will be larger than the subscribers. You don’t have to do all these to emphasize your message. The emphasis should be in the words themselves.
About Benard Mokua
Benard Mokua is an experienced freelance writer with over 4 of practical experience. He spends his time blogging and helping clients to achieve their digital business success.