You may have learned that certain things happen inevitably and unsubscribes are one of them.
In life, you cannot please everyone that’s why this is a double-edged sword. On one side, your list is clearly itself out and on the other side, unsubscribing hurts your ego.
You may also know that it’s up to 5 times more expensive to acquire a new customer than to retain an existing one. Thus, you should do everything possible to maintain the list with consistent numbers. As email marketing will drive far more conversions than other marketing channels, it has never been more important to reduce the unsubscribe rates as much as you can.
Whatever you do, you cannot stop people from unsubscribing to your services, it’s against the law. Even if you persist, you can become annoying and people may report your campaigns as spam. Therefore, you can damage your sender reputation considerably. We’ve covered how to avoid sender reputation in this article. For those that want to go, you can make unsubscribing easy. In certain cases, they may even come back.
Know Your Unsubscribe Rate
It’s essential that you analyze statistics ever so often to check for any differences or similarities after each email sent. How many people have opted out after the last campaign? Don’t just have a quick glance through the numbers. Instead, you should look for:
- Is the trend going up or down?
- Do you see considerable spikes at a specific time of the year?
- Have certain campaigns generated higher rates than the usual?
If you don’t see any changes yet you still believe that something is wrong, you should use TheChecker for email verification. It will clear your list from inactive users that are contributing to false statistics.
Generally, you should know that a rate of below 0.5% is a good rate that shouldn’t worry you too much. If the rating is anything more than that, you have to get to work. Whereas, a rate that is below 0.2%, will indicate that you’re safe.
So, now that we’ve got the basics covered, let’s get into it.
Step 1 – Combination of Double Opt-in and Single Opt-in
A single opt-in is when a potential customer doesn’t have to validate or confirm their subscription. This is usually preferred by a number of businesses due to the fact that it’s easier for the user and you can build your email list fast. In addition to this, it’s also respectful of the user’s privacy.
A double op-tin means that the user must confirm their subscription by following a link that has been emailed to them by yourself. Without a doubt, this is increasingly becoming popular due to the fact that it protects your email list and it provides you with an opportunity to communicate with the potential customer immediately. Even though your list may grow slower, it’s the case of slow yet secure.
If you want more information on how to grow your list, you should take a look at this article.
Nonetheless, in order to ensure that unsubscribe rates remain low, you have to take into consideration, the following:
- Content upgrade – For a content upgrade, you should keep it to a single opt-in
- Email List – If you want to improve the number, use double opt-in
The most important thing that you can do to keep the numbers low is to cut through the noise. A person can receive up to 100 emails per day and you don’t want to be perceived as you’re bothering them.
Step 2 - Set Expectations
People value consistency. If you want to build trust with your customers, you have to set expectations so people know what they should expect from you. You can do this through the welcome email. In the very first email that you send, you should:
- State value proposition, who you are, and how frequent your emails will be
- Send a welcome email ASAP after someone has opted in. A large majority of people will check!
You must start the relationship on a positive note. Don’t add too much content, every information in the welcome email should be relevant and straight to the point so people can get an idea of what’s yet to come.
Tip: Decide on what particular day of the week you’re sending your campaigns and commit to it.
Step 3 – Subject Lines
As mentioned, a person’s inbox can be chaotic, busy, and filled as businesses are competing for attention. The very first thing someone will see is the subject line so you must grab the top spot as much as you can. Don’t overdo it and ensure you’re not being pushy as you may end up in the spam folder by an unhappy unsubscriber. Thus, there are few things that you must avoid in order to keep the rates low, such as:
- ALL CAPS – Don’t you feel that when reading a text that’s all caps, that person is yelling at you? If you want to be professional and avoid triggering spam filters, you must ensure that you’re using standard text
- Aggressive text – Seriously, a small percentage of people are going to open the email if you say something along the lines of “Open me! I have something important”. These bully tactics will potentially bring you numerous unsubscribes
- Spam triggers – You must stay away from the triggers as much as you possibly can. This is why you should always avoid using words such as “free”, “discount”, and “now”. People will not even have a chance of opening the campaign as it can be sent straight to the spam folder
You must be short, snappy, and fun when creating subject lines. The businesses that have low unsubscribe rates are those that have grasped the notion of good email marketing practices.
Step 4 – Ask for Feedback
Everyone has an opinion and they will happily share it with you as long as you ask. Hence, if someone has unsubscribed, you should ask them why they’re leaving, how you could improve, and what you can do to make them stay. Don’t worry, there are numerous tools that you can do in order to create a reliable survey.
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