Email marketing is one of the most successful methods of achieving your marketing goals. You can do a lot with email, starting from interacting with your prospect to building your brand online. One of the most crucial elements and metrics that email marketers follow is the unsubscribe rate.
This is the ratio of the number of emails sent to the number of people who hit the unsubscribe button. Yes, it is a significant metric that has a ripple effect on your campaign. If your unsubscribe rate goes up, it means several things.
It means that your customers are not getting what they want. It also means that your list is not of the best quality. If you have email addresses that aren’t really your prospect target market, you will naturally have readers who will tell you that they don’t want your emails.
Some will write back, some take the easier way out, and that is hitting the unsubscribe button. The problem with a spike in this rate is that ISPs take interest in it. It gives them the indication that you may be a spammer, or you haven’t really done your homework well before launching your campaigns. Either way, it’s a red flag.
Irrelevant emails, too many, too few, mass mailing, bad content, and non-personalised email are some of the common reasons for people to unsubscribe. It takes a certain amount of effort to make sure you don’t fall into any of these categories.
It’s tough to win back prospects who have unsubscribed. But, yes, there are ways to improve your unsubscribe rate by actively running list segmentation, investing in good content, research and good graphics and design, interactive campaigns.
Here are 6 specific things you should keep in mind while conceptualizing and creating your email campaigns.
1) Send the right email at the right time
Do comprehensive research and study to find the best time to send your email to new customers, prospects and existing ones. This increases engagement and naturally reduces unsubscribe rates.
2) Speak to them on a personal level
Make the optimum use of your customer database. Send personalized and relevant email messages to them. This will keep them more engaged and active. It will help you to build a great customer relationship. Make the sure you segment as per consumer demographic information (geographic location, language, occupation,) and lifestyle (hobbies, interest, habits) which will help you connect with them better via email content.
3) Keep your objective clear
The main objective of sending an email to your customer is to persuade them to take some action or to get them engaged. Make sure you have a clear Call to Action button positioned appropriately in your email template, and the content should be engaging and influence readers to interact.
4) Catchy subject lines
Make sure that your email has an impressive subject line, which will compel your reader to click on to the mail and read it further. Avoid long subject lines with complex words. A fifth grader should be able to understand you. Your subject line should not exceed 4 to 5 words, which is crisp, and easy to understand.
5) Mobile friendly
Make sure your email template is compatible with and renders on all mobile devices. Nowadays, not only social media sites but more than half of emails are opened via mobile devices. Mobile-friendly emails will not only boost the open rates, CTRs but it will also enable your readers to take more actions and be continue engaging with your brand.
6) Take a quick survey
A quick exit survey can help you to analyse and understand the reason behind why consumers are unsubscribing from your list. Don’t make the survey long and complex. Make sure your questions are simple and short with objective questions which should not take their more than a minute.
Back to you
What do you think about my first blog post for GetResponse Blog? I’d love to know what you think. Please share your thoughts in the comment section below.