You’ve been putting in the work on your email list. You’re looking for qualified leads and making your opt-in prominent. But an email list is never set in stone. Just because a prospect belongs on your email list in April doesn’t mean he still belongs in October. You will always be trying to grow and maintain your email list. Because the harsh reality is, some people will actively unsubscribe from your emails.
Luckily, there are a few common unsubscribe reasons below, and a better course of action to keep those prospects as valid subscribers.
“Never subscribed in the first place”
Many people don’t know that, by requesting a quote, for example, they’re subscribing to your newsletter. Imagine their annoyance when your twice-weekly emails appear in their inbox. That person just wanted to request some information from your website, not get your blog delivered every Tuesday and Thursday. Or worse, some companies send unsolicited emails by buying, renting or scraping emails. Email is permission-based, so if someone hasn’t specifically requested to get your messages, you shouldn’t be sending them. A good way to avoid the “never subscribed” pitfall is to make your terms clear and prominent. If you are going to send your newsletter when someone fills out an online form, make that clear. Let people know what they’re getting, and give them the choice to get it. Check out our how to article on building a permission-based email marketing list for more info.
“Content not as expected”
People will subscribe to your emails for a variety of reasons. Maybe they’re looking for discounts, or tips and tricks, or industry news. Whatever the reasons, if they think they’re getting A, and you’re always emailing B, they’re going to unsubscribe. Take some time and ask people what they would like to hear from you. Store their preferences and then deliver email campaigns that appeal directly to those needs. Send out a simple survey – or better yet, request that information when they opt in. Make sure you’re sending people who want discounts your emails with your sales specials, and those who want more, a broader range of topics.
“Emails are too frequent”
To be blunt, you can’t pester people. No matter how many wonderful messages you have to share with the public, sometimes you just need to chill out. Aside from setting a reasonable timetable for emailing, you can survey your subscribers to see what they want. Maybe some people do like that intense relationship, where they get two or more emails a week from you. If they let you know that’s ok, you can proceed that way. For those who want a more casual relationship, store their preferences and email them according to that schedule. It’s also a good idea to check in periodically with your subscribers to make sure they still want the number of emails they’re getting.
“Messages are irrelevant”
Much like the “content not as expected,” when people think they’ll be getting tailored information delivered to their inbox, and then don’t get past the subject line, they will eventually unsubscribe. Not only do you need to deliver the content your readers want, you also need to personalize it in an attention-grabbing way. You need people to read your content, not dismiss you based on a few words. If you’re sending a free-shipping offer to people who signed up for discounts, state your offer in the subject line. If you’ve done a study and have industry news to share, put the ground-breaking info in the subject line. Also, segment your email database according to attributes – shopping habits for those who signed up for your discounts, for example. Then you’ll know when to strike, and who to target.
“Can’t read messages”
Many people read their emails on a phone or tablet these days. Formatting your messages for reading a full desktop-display web page might not get you far. After a few annoying emails that don’t load, people will unsubscribe. No matter how good your content or offers are, if people can’t read the message, they won’t stick around. The simple answer is, format your emails for display on a mobile device. Our email templates will ensure your images will always fit your email and display properly on mobile devices.
It’s a delicate dance to avoid these traps. The email marketing experts at InfoUSA can help you create an email database, and then design timely, relevant and personalized email campaigns that keep your subscribers opted in and engaged.