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One of the most daunting things in marketing is when someone unsubscribes from their emails.When you have tried to create excellent emails to keep your customers interested and engaged, a subscription cancellation tells you that, at least for one customer, your efforts are fading.People end up subscribing for a variety of different reasons, but the most common reason is the high number of them.
According to the new Get Response data, the average low rate is 0.2%. Why so low? Because people really want to receive emails from brands. According to the 2019 consumer email tracking report, 59% of consumers prefer that brands communicate with them by email instead of any other channel, including phone, social networks, mail and face face.
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If you are seeing a higher than normal subscription cancellation level, the first thing you should do is take stock of your email marketing efforts to make sure you are doing everything possible to deliver useful, interesting and valuable content to your subscribers. . These are the things to check.
Email Subject Lines
Do the subject lines of your email capture the attention of the recipient? After all, some cancellations may be the result of the recipient deciding that they no longer wish to receive their emails based solely on the subject. Make sure that the subject lines of your email are descriptive, attractive and clearly convey the value that the reader will receive when opening the email.
You’re not sure where to start? Try using a free email subject line checker or Email Subject Line Qualifier. Both tools allow you to enter the subject line and then get a score of 100 with suggestions for improvement, which include adjusting length, creating a sense of urgency, using numbers and adding words. Are those that fuel action, power, or emotion.For more information on subject lines, see our blog post Hacks of subject lines to open your emails.
Email Frequency
According to the 2019 Consumer Email Tracker report, the main reason people unsubscribe from emails is because they receive too many. There is no golden rule for how many emails are sent, it depends on the needs, interests and preferences of your specific audience.
To avoid triggering the subscription cancellation by overloading your recipients with too many emails, give them the ability to adjust the frequency. You can do this by creating an email preference center and providing a link in the email, asking customers what their preferred frequency is at the time of registration, or even as a specific email survey explaining that you want to adjust Your email shipments. To meet your specific needs.For more information about email frequency, see our blog post How to find your frequency: how often to send emails.
Email Subscriber List
You want your email subscriber list to be full of people interested in hearing from you. Unfortunately, email lists degrade approximately 22% per year as people change or leave email addresses, or simply stop interacting with their emails. Those “bad” addresses serve as deadweight, reducing their opening rates and preventing them from maximizing potential customers and conversions.
To keep your email lists as “clean” as possible, it is not necessary to wait for the subscription to be canceled: check your list manually or use an email list cleaning service to remove invalid addresses. If you also plan to remove unencumbered subscribers from your list, be sure to send them a final farewell email informing them that they will be removed from your list and giving them the opportunity to re-participate.
Email Content
Almost half of the people who unsubscribe from emails do so because the content of the emails is not relevant to them. In some cases, that cannot be avoided (someone who was very interested in baby records a year ago probably has no interest in them now, for example), but in other cases not finding the relevant information just means that they have no interest. .
To ensure that you are delivering content that is relevant, interesting and valuable to your customers, make sure you understand your target audience well and create content designed to meet your specific needs or interests.Assign your content to the customer’s journey so that you have enough content for all stages of the purchase process (knowledge, consideration and action) and segment your email list to send the right content to the right people.
For more information on how to create compelling email content, see our blog post 5 Types of emails you should send to your customers
Even if you have followed the above steps, you will surely get the occasional cancellation of the subscription. This is what you should do.
1.Be Grateful
When someone no longer wants to receive your emails, you have two options: you can unsubscribe or mark it as spam, and the preferable option is to unsubscribe. Having an email that you send marked as spam reduces your sender’s reputation, could cause future emails to be blocked by spam filters and may even prohibit you from using your email marketing service. The main reason why people choose to mark legitimate emails as spam is that the subscription cancellation process is too confusing or difficult. Be sure to include a clearly visible subscription cancellation link in each email and do not ask people to sign in to an account to unsubscribe or change email preferences.
2. Give Them Options
You are legally obliged to offer subscribers a one-click option to unsubscribe from all their emails, but that does not mean you cannot give them other options. Consider creating an email preference center where users can unsubscribe from all emails or choose a different option, such as changing the frequency of emails they receive, taking a break from all emails for a certain period. of time or select what types of emails you want to reach. Encourage them not to unsubscribe completely by telling them what they will lose if they do.
3. Request Comments
It is important to know why someone has chosen not to receive their emails anymore. Was it something you did to turn them off, such as poor service or a disappointing product? That information can help you improve. Are your emails simply not adequate due to a change in interests or life situation? That helps you understand your ideal audience and the customer’s life cycle and could help you expand your offers to keep customers interested. To obtain this valuable information, use the subscription cancellation confirmation screen to ask why the subscription was canceled using a simple multiple option or a drop-down list.
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