There is a lot of competition in a world where people have a limited attention span, which means to stop losing customers, you got to have a subscription process that works. To set yourself apart from the competition, you must focus on making communication easier for your readers. It is in our nature to be attracted to things that are easy and avoid complex matters. That is the reason why easy to use services and products such as Google AdWords, and Turbo Tax have gained popularity all over the world.
Stop Losing Customers from your Mailing List
A consumer subscribing to your mailing list is the beginning of a journey they are about to begin with you, so it is in your best interest to make it easy for them. To stop losing customers from your email list, you should follow these steps:
Step 1 – "It's right in front of you."
The very first step in making things more comfortable is to have a simple email address, link, or opt-in form field in a promotional email or newsletter. Also, this information must be included on every page of the website.
Furthermore, there should be a provision of a web version of the emails which are in HTML. It helps to include a send-to-friend link or functionality in every message. The subscribers must be able to take action despite the images being blocked. So, every submit button should be labeled as:
• "Subscribe here."
• "Buy now."
• "Take a look."
However, don't forget that if you want a high engagement rate, you must ensure that the recipient can read the message correctly. Take a look at the next article to understand why email testing matters.
Step 2 – Keep it Short and Simple to stop losing customers
Subscription must be made more accessible by working on email ids, links and sign-up form and post this information on every page. Every email should have the subscribe link. This will tempt the readers to subscribe fast without accessing the website first.
To subscribe, the steps to be taken should be minimum. According to a survey, marketers who had cut down the subscription steps from 9 to 3 saw an increase of 300% in the subscription rate. Nonetheless, if you want to maintain a quality mailing list, you should have at least 2-step verification for newbies. Once they provide you with their email address, you should instantly send them an email to verify their account. Once they have done that, you can reward them with some discount or bonus to feel like they're gaining something if they engage with your campaigns.
Step 3 – "Its Not Me, Its You"
It's essential to collect as much information as you can about your subscribers, but you must know when. So, don't make them fill out a questionnaire. There is a time and place for that, and it is not during the subscribing process. Preferably, you should collect information once the subscriber has gotten used to your email's frequency and content.
On the other hand, you mustn't forget that personal information needs to be collected from the subscriber to send more relevant emails. It also helps in maintaining the email list effectively. But email marketers should know where to draw the line as too much information can turn off the subscriber, especially those who haven't subscribed yet but intend to do so.
Step 4 – "Say When"
A separate page can hold the opt-in form to collect relevant information. The critical fields on the form should be marked with a star, and the other extraneous field should be left on the subscriber's choice to fill.
The setting and updating of the customer's preferences about the content must be made more accessible. Password can be allowed along with the inclusion of link for the retrieval of password, in case it has been forgotten. These links should stand out on the web page and in the email.
Therefore, if a customer does trust you enough to provide you with even more personal information, they shouldn't feel forced to do so - a very important point to consider in your subscription process. While you can add some general questions regarding:
• Their region
• How old they are
When we say region, we don't mean to ask them about their specific location. In addition to this, you should stay away from specific questions. This includes questions regarding their birthplace or what's their mother's name.
Step 5 – Make it Professional, But also aesthetically pleasing
The email should stand out amongst the rest of the emails. The sender should be easily recognizable, and the subject line should be catchy. Emails should have provisions to take action quickly.
They should be text-based as well as HTML based. Include a link of the web version of the email, so that more vivid information can be seen. The emails should be printer friendly; if not a printer friendly version of the email should be provided.
The recipient will eventually get bored if you have the same style every time. As they will probably receive hundreds of emails per day, your campaign has to stand out from the rest to avoid low engagement rates and open rates. If a potential customer eventually subscribes to the email list, and you don't bring anything new to their inbox, they will ignore you or sent the email straight to the spam box.
It is imperative to check the working of every link, including the unsubscribing link. Clicking on the link, it should take the reader directly to the web page, image, or file. Subscribers find it very tedious to hunt for the desired content.
Subscription process also needs an unsubscription process
Another important point which most of the marketers forget is to make the unsubscribe option easy - so every subscription process needs an unsubscription process as well. This strengthens the trust of the subscribers. More can be gained out of the unsubscribing process by including various options such as address change or changing the frequency of emails.
Additionally, it’s now written in the law that a person must be able to unsubscribe from your list if they wish to. Thus, you should never think of making this action more difficult than it should be.
When all these points are pondered upon, you will be positively surprised by how your subscription process will be better, as a result of which you will stop losing customers.