One of your readers has unsubscribed from your mailing list. That is it, right? No, wrong! Your unsubscribe page has the power to change the leads' minds and make them stay on your list for longer.
The unsubscribe page is the black sheep of email marketing: no digital marketer wants their subscribers to get there. But some things in life are inevitable, and some will eventually click on the unsubscribe button.
Having said that,, thinking about how your unsubscribe page is designed is essential in preventing them from breaking up with you.
Do you want to know how to change your readers’ minds and prevent unsubscribes? Let’s find out!
Why do your customers unsubscribe?
Before anything else, it is important to understand the reasons why readers unsubscribe, such as:
- Too many emails sent: no one likes a chaotic inbox. That is why sending a large volume of messages is the main reason for unsubscribing;
- Emails look like spam: believe it, a wrongly chosen sender's name or poorly written subject can make subscribers think your message is more spam in their inbox;
- You send irrelevant content: relevant content is timely, personalized and useful, wherever the consumer might be on their journey. In other words, you should send the right content to the right person, at the right time, on the right channel. That is the ultimate goal;
- They forgot that they subscribed to your list: this happens very often. Customers may forget that they have subscribed to your mailing list or simply believe that the content is no longer relevant;
- E-mails are not adapted to the reader's preferences: a lack of segmentation may cause your messages not to be adapted to the preferences of the subscriber. Result: unsubscribe due to lack of relevance;
- Too much or too little content: The size of your email will depend on different factors. But one thing is certain: if your content is valuable, subscribers will read every word of it and even ask for more.
Of course, these reasons can vary from company to company - and they really depend a lot on how you produce your email campaigns.
To understand the gravity of your situation, it is worth analyzing the number of customers who are unsubscribing from your email list.
Your unsubscribe page should contain more than just a cancellation button, giving the customer the opportunity to explain their reasons for leaving and give some constructive feedback.
But can you prevent them from unsubscribing in the first place?
Unsubscribe page: how to change the readers’ mind?
No matter what industry you work in - email marketing practices must follow, above all, respect for the customer, their privacy and their right to choose whether or not to receive your email campaigns in their inboxes.
In other words, there is no point in wanting to delete the unsubscribe option from your emails!
With effective campaigns and straightforward communication, cancellation rates will be lower. But thinking about your unsubscribe page itself is also critical.
1. Make it easy to cancel
It is important that the cancellation process is easy to carry out. Even if you provide a survey to understand the consumer’s decision, the process should not be too long or complex.
Forcing them to log on to your page to unsubscribe, for example, can urge him to give up and delete the emails or direct them to the spam folder, lowering your sender reputation..
Customers who are willing to cancel their subscription should be encouraged to keep their subscription - and making the process more complex can leave them even more disinterested in what you have to offer.
2. Offer choices of themes
Many people receive daily emails from companies that are not interesting to them, and the first reaction is to simply delete the email.
When your readers reach the point of cancelling their subscription, give them the opportunity to choose topics on which they would like to receive information and offers.
Marketers who use targeted campaigns see a 760% increase in revenue.
Create a list of important topics for the customer to choose from, so that your email campaigns can be aimed at those who are really interested in specific topics.
Another important tip is to offer a possible reduction in the frequency of emails sent, making communication between your company and customers less dull and repetitive.
3. Offer other channels for communication
It is possible that your customer wants to unsubscribe from your email list, but still wants to keep in touch through another platform.
You can offer the possibility of exchanging the registration email, for example, since the address may be out of use or not suitable for receiving campaigns.
It is advisable that, on the unsubscribe page itself, you make the links and icons for your other digital platforms available and visible, such as social media channels, blogs etc.
Using social media is great for customers who no longer want to receive emails in their inboxes but who perhaps do not mind receiving ads on their timelines.
4. Provide information about the initial application
Some customers may not remember when or why they voluntarily decided to subscribe to your contact list. You can use this opportunity to show the value of your product, service or content.
On your unsubscribe page, inform the user when they first registered and what was the reason for it, either through some material he was looking to access or some product or service that was purchased.
Thus, it is possible that he is still interested in your content and decides to remain fully or partially in your mailing list.
Unsubscribe pages are more than just an obligation to give your customers an option. Build a personalized message, ask for feedback and, if nothing works, convince them to stay in touch through social media!
So what did you think? Check out other tips to improve your marketing campaigns and see you next time!