The invention of the mass market email has been one of the biggest boons to online advertising in the last decade or so. It’s a cheap and effective way to get in touch with current clients to inform them about new promotions and special offers as well as giving them a small reminder about the company. For many people, these emails represent a way to have a first look at new stock and to keep abreast of company developments and are a welcome break from the steady stream of work-related junk they receive. For some however, they are seen as a nuisance to be unsubscribed from as soon as possible. To better serve the needs of the client base, it’s important to understand some of the reasons that people unsubscribe from email marketing.
A quick glance at unsubscription rates around the Internet shows that the highest figures tend to come from gift, card and flower websites. These tend to be used as one- off purchases by customers panicking about a last minute birthday or anniversary and they may not be a repeat customer to the same website. If this sounds like your problem, make sure your consent box is visible at the check out process and offer to set up yearly reminders as part of the subscription service. This means you’ll only get in touch when they need your service again.
The average person receives over two dozen emails a day, most of which require their immediate attention. This means that the amount of time they’ll spend looking at marketing emails is minimal, so if there’s too much information in your email, it’ll likely go straight in the bin. Whilst it’s important to keep your customers up-to-date, you can reduce your unsubscription rate from this problem by formatting your emails differently. Summarise the content in five bullet points or less with a hyper link from each one if they choose to read further.
Irrelevant emails are a major frustration for all email users as they waste valuable time by the time your customer has realised there’s nothing in the email for them. This includes press releases that have no bearing on their day-to-day life, links to other related companies or a discount that they already have access to. To avoid this problem, try splitting your client list up into different groups based on different demographics and shopping habits. This means that you can target your emails more effectively to increase your open rate.
There can be nothing more frustrating that opening your inbox to find a dozen emails from the same company, all with different titles and offers. While you might be excited to celebrate and show off your current offers and news, you need to remember that your business is only a small part of your customers’ lives. An email a week can be seen to be too many in some eyes, so again, it’s important to get some feedback from your clients to help you create different lists. Giving them options for what kind of news they sign up for will give them a feel for how many emails they can expect from you. The golden rule here is “if you have nothing useful to say, don’t say anything at all”.
Finally, people unsubscribe from emails because they’re simply not interested in the product or service that is being offered. In these situations, there’s very little you can do apart from thank them for their custom and interest and remind them that your address list is always open.
So before you start to get upset or worried about high unsubscription rates, take a few hours to analyse the reasons why your clients are leaving your address list. You’ll quickly be able to see a pattern of one of the five reasons emerging and can then take steps to bring your followers back.