Why Are People Unsubscribing From My Emails?
Let’s be honest, nobody enjoys having people unsubscribe from their email contact list.
With all the work that you’ve put into growing your list and the time you spend designing, generating, and sending emails, it’s just a total downer when someone decides to say “thanks, but no thanks”.
While losing contacts is something we all fear, it’s also the sad reality we all must accept… it’s just business as usual.
Whether you’re an email marketing specialist with years of experience and numerous contacts on your list or just a business owner trying to make ends meet, you’re going to have people who decide to unsubscribe from your list.
And while you certainly cannot, and should not, expect people to stay on your list forever, you can surely learn a lot when they decide to walk away.
Here’s to The Road to PERFECTION!
What are people deciding to opt-out from your list?
9% – Too many emails from the business/organization
56% – The content is no longer relevant
51% – The content wasn’t what I expected
As you can see, for these consumers the choice to opt-out had nothing to do with their opinion on the business, but more to do with the overall email marketing strategy that they have been approached with.
Just as customers sign up with certain needs and interests, they also sign up with different expectations for what they’re going to receive. When you fail to provide for your consumers, you lessen the chance of keeping contacts involved and increase the chance of having them unsubscribe from your list, or worse.
Step #1 – Let’s start with your reports
Looking at your email reporting is the simplest way to keep note of the effectiveness of your email marketing operations. The positive metrics – like opens and click-through rates – allow you to see the type of attention your emails are producing and the type of interaction that’s actually taking place.
The negative metrics – like those who unsubscribe and spam reports – have a lot to teach you about your email marketing as well.
A decline in your contact list is typically the result of a change that did not go over well with your readers. Remember that the top reasons people unsubscribe are related to frequency, content, and subscriber expectations.
You may need to take a fresh look at the signup process you’re offering consumers. It may indicate readers were expecting something different when they decided to join your list.
Step #2 – Ask your “former” subscribers why they’re opting-out when they unsubscribe
You know that they’ve already unsubscribed, will knowing why really make a difference?
By giving people the opportunity to provide a reason for unsubscribing, you’ll not only collect valuable feedback, you’ll also be giving your customers the chance to better explain their decision.
Step #3 – Small improvements are actually big improvements
In most cases, the modifications you make from keeping tabs on your opt-outs and accumulating feedback from consumers who decide to unsubscribe, will be small.
Maybe it will mean trying different types of content, revamping the signup experience you’re offering your new contacts, or cutting back on how often you’re sending emails to your list. It’s best to keep your list entertained.
Although these changes may be small, the impact can make a huge difference when it comes to maintaining email relationships and aiming for better results from your email marketing approach.
Post by Tim White. Don’t forget to follow me on Google