10 Proven Ways to Lower Your Email Unsubscription Rate
You may have heard the term ‘vanity metrics’ thrown around before. This term refers to metrics which look great but don’t really matter when it comes to your bottom line. With this in mind, your email unsubscribe rate really is one metric you need to take note of. It sheds much-needed insight into customer preferences, the content they like and how often they want to receive messages.
What You Need to Know About Unsubscribe Rate
It’s the percentage of customers who have unsubscribed to your emails because they no longer want to receive them. You may feel bad when this happens. However, they are common, so try not to take this personally. In fact, if your unsubscribe rate is at or less than 2%, you’re doing well, as that exact figure is the industry standard for unsubscriptions.
What Causes High Unsubscriptions?
There are many reasons. But to find out what’s causing this with your campaign, you’ll need to dig a little deeper and see why your customers are dropping off. A good starting point for this is to check a recent campaign. Was there an unusually high number of unsubscriptions? Or, have these occurred over a more extended period?
Here are the ten most common reasons why a customer may unsubscribe from your emails. Use this as a checklist to see if any apply to your emails, then make changes to improve open rates from now on.
1. Entice Using Exciting Subject Lines
Customers need to be interested in your content, so use a short subject line to give them a reason to open your message. Remember to keep it succinct and sum up the essential part of your email.
2. Make it Personal
Customers love personalised messages, so make use of customer data in your email like past purchases, date of birth, or address to send the best offers possible. They’re more likely to open your email if it’s personalised.
3. Get the Frequency Right
While too many emails to a customer's inbox might cause them to mark them as spam or unsubscribe, sending too few emails also causes problems, as your brand won’t be very visible. Consider sending one email per day as a happy medium.
4. Separate Customers into Categories
Customers are more likely to be interested in emails which spark their interest. With this in mind, you may want to segment customers into groups to create targeted campaigns they are more likely to be interested in.
5. Mobile Optimise
Over half of online traffic is now mobile. Considering this, your emails must work on different mobile devices, be readable and easy to navigate. Failure to do this will cause your customers to unsubscribe.
6. Provide Great Content.
It’s a well-known fact that customer retention is much easier than finding a new prospect. Customers who request to receive emails should only be sent valuable information which is highly informative, and quality-focused. This type of content is bound to help keep your unsubscription rates low.
7. Use Double Opt-Ins.
Most of the time, customers don’t realise they’ve signed up to receive emails, causing them to unsubscribe as soon as they receive them. Double opt-ins are a solution to this issue. They enter their email in a sign-up box and then receive an email to confirm they want to receive messages.
8. Allow Selective Subscription and Feedback.
It’s usually the case that customers don’t want to receive all your emails. Instead, just the ones they are interested in. So why not allow them to do this? If a customer chooses to fully unsubscribe, allow them to provide the reason for this. You can then use this to help make your marketing strategy more successful.
9. Make Unsubscribing a Breeze.
Just because your email subscription list is lengthy doesn’t mean it’s successful. Always make sure emails have a clear, one-click option for unsubscribing. Customers should never have to log into their account to achieve this.
10. Harness the Power of A/B Testing.
If you’re unsure about your email campaign’s design, or what subject line to use, you should use A/B testing to help you. You send different audience segments different versions of your email, each time changing one variable. This will help you work out which one performs best.
Other Ways to Lower Unsubscription Rates
Suppose some customers fail to open your messages, set up a re-engagement campaign to encourage them to go forward. If you’ve already attempted this, and it hasn’t worked, you’d be better off removing those customers from your email list. While this may seem counterproductive, it will help you to gain a more accurate picture of your ROI as part of your campaign.
If you take all this into account, you might soon be doing this... 🕺
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