You work hard to develop a mailing list for your email campaigns and then people unsubscribe. It would be fantastic if no one ever hit the unsubscribe button but that does not happen in the real world. In order to keep as many paying customers and subscribers as possible you need to know how to reduce your unsubscribe rate. Then you will keep more customers who love you, your products, and services for a long, long time.
Since unsubscribes are part of life in the internet world, we need to consider why it is that people click the button and leave your world of email marketing. There are times when the folks you are sending to simply want or need your products or services. They are typically new to your mailing list and losing them is not a problem because they were not going to buy anything anyway.
What you need to be concerned about is when potential or current customers click the unsubscribe button and you end up losing sales. At Serpnova, Ltd. on Malta we can tell you that an unsubscribe rate of 0.1% is the average throughout the industry. We see this with our local, Malta clients and our clients doing business across the globe. Here are some thoughts about how to reduce your unsubscribe rate from our own experience.
Send the Right Number and Frequency of Emails
If you rarely if ever send emails to your subscribers they may be as likely as not to ignore them or unsubscribe without even reading the content. And, if you are constantly sending emails with little or no change in the content, your readers may also choose to unsubscribe simply out of boredom! Out point is that you need to aim for the “goldilocks spot†of not too often and just often enough.
At Serpnova, both for our Malta clients and those scattered across the earth, we find that weekly emails, send the same day of the week and at the same time tend to be opened and not rejected. Your readers know what to expect and when your messages will arrive.
Email Relevance Is Everything
Just getting your email to folks on your mailing list is not enough to avoid unsubscribes and certainly not enough if you want to sell your products and services. You need to constantly send messages that remind folks about our products and services and why it is that you are their best choice. At Serpnova, Ltd. on Malta we preach two things to our customers, segmentation and personalization.
You are able to engage your readers by making the content relevant to them. Limiting what you send to those most likely to be interested is segmentation. By allowing your readers and customers to select which products and services interest them you are segmenting your email campaign. And, if you track opens and clicks for your emails, you can also see which subjects interest which readers. You can also use this information to target the right readers with the right content.
You can personalize your emails by using first names, keeping track of their birthdays and sending greetings, and by segmenting your mailings so that your valued customers receive only information that is relevant to them.
Irresistible Subject Lines Make a Huge Difference
We commonly suggest to our customers at Serpnova, Ltd. that they split test their subject lines and then use the ones that generate the most opens and clicks. Your subject lines encourage the reader to open the email and help set their expectations. The best subject lines are eye-catching and ready the reader for the following content. A positive attitude when reading the email followed by interesting and relevant content goes a long way to reduce your unsubscribe rate. If you need help setting up split testing, contact us at Serpnova on Malta.
Interesting and Entertaining Content Helps Keep Your Readers
Once you have used a compelling subject line to get your reader to open the email that is half the battle. You need to immediately grab their attention and draw them into reading about your products and services and why you are their best choice for whatever it is that they need.
When you are not a gifted writer you may need a little help. Talk to us at Serpnova, Ltd. Whether you are a local Malta company do business across the span of the globe we can help you with content services that do the job.
Make It Easy to Read Your Emails
It is not the length of an email that makes the sale. It is the clarity of the message. Avoid jargon and get to the point. Break up your content into small paragraphs. If you use images make sure to include captions and always, always optimize your content for readers with mobile devices. Talk to us at Sernova if you need help with any of this.
Always Use Double Opt-Ins
Avoiding an excessive unsubscribe rate starts when folks sign up for your emails. By using a double opt/in you can avoid having folks sign up who are not really interested. This will immediately reduce your rate of unsubscribes. Setting this up is easy. You simply have people confirm their interest in receiving emails by having them immediately click a link on an email that you send them. Ask us at Serpova how to set this up.
Test Your Emails, Test, Test, and Test
In the end, it can be difficult to know just what sorts of subject lines and type of content will work the best for selling your products and services. This is why professional email markets always split test their subject lines and different variations of their content. When you do this, pick the winners of the test and you will get more opens, more clicks, and fewer unsubscribes.
A/B testing is the industry standard but you can test more than two subject lines and content variations. Also, there is no rule that you cannot look back at previous emails to see what worked the best and then imitate it.
In the end, the world does not end just because a few folks unsubscribed from your email list. The largest majority are likely not to have been interested in what you are selling. The tips that we have provided for how to reduce your unsubscribe rate are meant to keep paying customers from leaving your company. If you need help with improving your unsubscribe rate contact Serpnova on Malta for help.
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