You may have learned that certain things happen inevitably, and unsubscribes from your mailing list are one of them. In life, you cannot please everyone, which is why this is a double-edged sword. On the one hand, your list is cleaning itself out and on the other hand, no email marketer likes an unsubscribe.
You may also know that it is 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, and reduce email unsubscribe rates successfully - by keeping people engaged with your content. As email marketing will drive far more conversions than other marketing channels, it has never been more essential to reduce email unsubscribe rates as much as you can.
How to reduce email unsubscribe rates
Whatever you do, you cannot stop people from unsubscribing to your services. 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 talk about sender reputation in this article. For those that want to go, you can make unsubscribing easy. In some instances, they may even come back.
Know Your Email Unsubscribe Rate
You must analyze statistics regularly, to check for any differences after each email sent; that is paramount to reduce email unsubscribe rates. How many people have opted out after the last campaign? Do not just have a glance through the numbers. Instead, you should look for:
- Is the trend going up or down?
- Do you see considerable spikes at specific times of the year?
- Have certain campaigns generated higher unsubscribe rates than the usual?
If you do not see any changes, yet you believe that something is wrong, you should use TheChecker for email verification. It will clear your list from inactive users that are contributing to misleading statistics.
Generally, you should know that an unsubscribe rate of below 0.5% is a reasonable rate that should not worry you. The average unsubscribe rate is 0.17% and a percentage below 0.2% will indicate that you are safe.
So, now that we have got the basics covered, let us get into it.
Step 1 – Combination of Double Opt-in and Single Opt-in
A single opt-in is when a potential customer does not have to validate or confirm their subscription. Several businesses usually prefer this because it is easier for the user, and you can build your email list fast. In addition to this, it is also respectful of the user’s privacy.
A double opt-in means that the user must confirm their subscription by following a link that has been emailed to them by you. Without a doubt, this is increasingly becoming popular since 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 slowly, it will be more secure.
If you want more information on how to grow your list organically, 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 do not 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 soon after someone has opted in. A vast majority of people will open it!
You must start your relationship with the customer on a positive note. Do not add too much content; be relevant and straightforward so everyone can get an idea of what is to come.
Tip: Choose a particular day of the week and stick to them while sending your email campaigns.
Step 3 – Subject Lines
As mentioned, a person’s inbox can be chaotic and busy as brands 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. Thus, there are few things that you must avoid in order to keep the rates low, such as:
- ALL CAPS – This makes it seem like someone is shouting at you. If you want to be professional and avoid triggering spam filters, you must ensure that you are using standard text
- Aggressive text – A small percentage of people are going to open your 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
Create short, snappy, and fun subject lines. The companies that have low email unsubscribe rates are those that have grasped the notion of good email marketing practices.
Step 4 – Ask for Feedback (last step to reduce email unsubscribe rates)
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 are leaving, how you could improve, and what you can do to make them stay. Do not worry, there are numerous tools that you can do in order to create a reliable survey.
These are a few steps to reduce email unsubscribe rates. Good luck and tell us if you had any results with these tips!