A few of the people who signed up for your email subscription list will eventually decide to opt-out. Having users go is always a bummer. On the plus side, your list will naturally prune itself down to just the most dedicated subscribers. Is this calamity of unsubscribing so bad?
We recommend not worrying if your newsletter unsubscribe rate is lower than 0.5 percent.
However, you needn’t fret even if it’s higher. To that end, we’ve compiled a list of 10 excellent strategies for doing so.
1. Maintain a proper email frequency.
If your users get an excessive number of emails, most individuals would like to be removed from the mailing list. It’s to be expected. Sometimes, businesses send out an overwhelming number of annoying letters to their customers because they are certain that their material is among the most original and beneficial out there.
Think about how often your followers will receive your emails. It’s possible for you to:
Make sure they know how frequently they may expect to get emails from you.
Have them independently decide how often they want to hear from you and change their choices.
2. Personalized service is a priority.
Unsubscribing occurs often due to unwanted or unnecessary email content. A 55-year-old man who has signed up for emails on winter fashion trends but who instead receives a barrage of communications regarding how to look professional for a job interview is likely to cancel her subscription.
So what should you do?
Consider how you could tailor your emails specifically to each user, taking into account their hobbies, likes, and past purchases.
Here is an example:
Use a real person’s email address, not the one associated with your company. Sending from your representative’s name will provide the impression that someone is really on the opposite end of the line.
3. Divide up your email list into subcategories.
The average unsubscription rate for segmented email marketing is 9.37% less than for non-segmented programmes. To “segment” your email list means, you have to divide it into subsets based on similarities.
So what should you do?
Numerous factors, such as demographics (such as age and gender), socioeconomic status, purchasing habits, and personal hobbies may be used to divide a market into smaller, more manageable pieces. Adidas, for example, frequently separates its subscriber list by gender so that it can send tailored emails to women and men.
4. Explain the subject matter
If the reader finds the emails too repetitive or irrelevant, there is a chance that they may unsubscribe.
So what should you do?
Spread your content in many different ways. Despite your intention to make a sale, you should know that almost half of your audience would rather receive emails that provide useful information than those that focus only on making a sale. Spread the word about your business in as many ways as possible by publishing blog entries, quizzes, case studies, e-books, films, and images.
Decide which of the two has a better open rate and use that information moving forward.
5. Incorporate single- and double-opt-ins
When a person subscribes to your site, they provide their email address. The opt-in is considered “single” if the user is not required to verify their membership by email.
The double opt-in procedure entails not only entering one’s email address in the form but also verifying one’s subscription by email.
A user can join your mailing list considerably more quickly and easily with a single opt-in. Unfortunately, there is no assurance that the listed address is accurate. You should be aware that low-quality email lists may seriously damage your reputation.
On the other hand, a double opt-in makes the process of subscription more time-consuming. Because of this, 20% of individuals who sign up for your website’s newsletter never end up confirming their email.
So what should you do?
The kind of information you want to deliver to your clients will determine whether or not you should use a double opt-in. Employing a double opt-in is a good strategy for keeping your promotional emails out of the trash. One single opt-in choice is more than sufficient for newsletters.
Tests are the greatest technique to determine your optimal middle ground. Try both versions out and see which one serves you best.
6. Mobile-optimize your emails
Roughly 85% of the population now checks their email on their smartphone at least once daily. This implies that a large percentage of your subscribers will either delete your messages or overlook them if they aren’t mobile-friendly.
So what should you do?
As part of mobile optimization, your messages should be formatted for readability on mobile devices.
There are several methods to do this:
Ensure that you give the content before the header its due consideration. Make it succinct and precise.
Take advantage of mobile-friendly layouts. Your email layout must be optimized for viewing on mobile devices. Keep an eye on how your email looks on various devices, even if you employ a responsive design that should easily change to various sizes.
Modify the content appropriately. Since most individuals use the internet on their phones while out and about, crucial details should be shown first. Separate lengthy passages using subheadings and try to prevent excessive use of links. Make sure the text is large enough. All of your emails have to be legible.
You should make good use of pictures. When possible, minimize using photos altogether, and if you must use images, keep them small so they load quickly even in areas with spotty Wi-Fi.
Adjust the button size to accommodate fingertip use. To avoid the need to zoom in, all icons must be made big enough to be tapped with a fingertip.
7. Try using different subject lines
As 35% of receivers read emails based on this factor alone, considering what you may change in the subject field of your emails is a good first step in lowering the unsubscribe rate. There are several standards for what constitutes an appropriate subject line, but they may not necessarily apply to your specific audience.
What should you do?
Put your email subject lines through some A/B testing to see which ones perform better.
8. Pay attention to your customers and reward them.
If a product or service delivers lasting value for its users, that interest will translate into greater brand loyalty. This is a perfect opportunity to thank your subscribers.
How should you do that?
For starters, discounts should be offered.
However, if you randomly email your discounts to subscribers, your ‘generosity’ might backfire and cause them to unsubscribe because they believe you are trying to promote too much.
Make unique deals available. For this reason, 47% of buyers say they make purchases when feeling elated and appreciated.
Note significant steps in your partnership with customers. Thank subscribers by sending them a unique present.
9. Throw in a follow-up message, and say something interesting.
Don’t rush into severing ties with former subscribers who have opted out.
So how should you do that?
Craft a follow-up email that doesn’t seem too pushy. Demonstrate that you’re not lacking in compassion in the face of people leaving.
A touching farewell message
Give the user a choice of how they may continue to receive your messages. Give users the ability to switch from daily to weekly mailings, for instance.
10. Request Feedback
You shouldn’t automatically blame yourself for every possible outcome when people unsubscribe from your emails; instead, try to understand the unique circumstances of each unsubscriber. Keep in mind that you should respect people’s wishes to leave.
How should you tackle this?
It’s okay to probe consumers and find out why they opted out. You can refine your marketing strategy thanks to the information you get from their responses.
Conclusion
Some of your mailing list members may decide they no longer wish to receive your emails at some point. And they’ll help you out by weeding out the unneeded people from your email list. If you want to avoid having any subscribers opt out, don’t aim for a zero percent unsubscribe rate. Instead, you should prioritize continuously testing your marketing strategy, delivering highly tailored emails to your consumers with material that will provide them actual value.
