Email marketing list building is a huge endeavor that requires a lot of time and attention. But for all the work that goes into building a large list, you would be remiss not to focus on reducing and eliminating unsubscribe rates that ultimately render your efforts useless.
Here are a few surprisingly simple ways you can reduce unsubscribes and maximize the efficacy of your email marketing campaigns.
1. Set Expectations From the Start
A lot of marketers spend the majority of their time convincing people to opt-in to their email lists. Because of this, they don’t do an adequate job of screening people and ensuring they’re attracting high-recturning subscribers.
If you have a high unsubscribe rate, then you probably did a poor job of setting expectations from the start. People likely signed up out of pressure or due to misinformation. You can lower future unsubscribe rates by being more specific with expectations at the time of the opt-in.
2. Segment Your List
One of the best things you can do to reduce unsubscribes is to segment your list. When you segment, as opposed to just sending everyone the same emails, you can tailor the information to specific needs and wants. This makes the content more relevant and diminishes the likelihood of a recipient unsubscribing because they don’t find the information useful.
There are a variety of ways to segment. You may have to experiment with some different options to find out what works best with your list. A few of the most popular approaches include segmenting by purchase history, website activity, demographics, and even open rates.
3. Prioritize Security
Today’s email users are more cognizant of security than ever before. They’re fully aware of the security risks that currently populate the cyber landscape and wary of interacting with any business or individual that doesn’t place an emphasis on security.
In fact, Google has recognized the need for better security – particularly when it comes to email encryption – and now includes an open padlock logo next to emails that have been sent without encryption. While it’s unclear if this open padlock leads to higher unsubscribe rates, it would be smart for marketers to proactively avoid any such situation and use a secure email service that allows for encryption.
4. Send Fewer Emails
People often unsubscribe because they’re getting too many emails. They may be fine receiving an email from you once a week, but when you start sending emails on a daily basis, they may get frustrated and feel like you’re invading their personal space. As a result, they hit the unsubscribe button when they otherwise would have been fine receiving one email a week.
By reducing mail frequency, you should be able to eliminate frustrated recipients. The key is to conduct your own frequency testing to figure out how many emails should be sent on a weekly basis. The number will vary from list to list.
5. Get Feedback From Unsubscribers
The worst thing you can do is let a subscriber go without first gathering some feedback from them. In order for the recipient to unsubscribe, you should force them to provide a reason. Give them a few options and an optional comment box. This will help you craft a better strategy in the future.
Focus on Better Emails
When it’s all said and done, the best thing you can do is send better emails. People are tired of receiving generic, impersonal emails that have zero tangible value. If you can buck this trend and send emails that resonate with your audience, you won’t have to worry about unsubscribes much at all. The right practices, as well as the right tools – such as SAP Digital CRM – will get you where you need to be.