Tips to avoid unsubscribing from your subscriber list
Posted: Tue Dec 03, 2024 6:47 am
Email marketing remains one of the cornerstones of the digital strategy of companies, both large corporations and more modest businesses. It is important not only to feed our list with new leads, but also to ensure that the subscribers we already have do not unsubscribe.
Low: types and reasons for them
The losses are divided into two types:
Automatic : basically when an email no longer exists or cannot receive more emails and bounces .
Voluntary : when the subscriber unsubscribes from the distribution list.
Voluntary cancellations can be due to multiple reasons, but they are all attributable to the subscriber. There are times when the person unsubscribes simply due to saturation and starts to unsubscribe from newsletters and, coincidentally, our last mailing was there, which also caused the subscriber to unsubscribe.
But perhaps most of these drops are the sender's responsibility: excessive sending , poor or non-existent segmentation , unattractive message , lack of useful content , etc... and this causes the subscriber to end up becoming disenchanted and cancelling their subscription.
If you start losing subscribers, you will surely ask yourself, “When did I start losing subscribers?” “What am I doing wrong?” “Maybe I was too confident?” And so on, a hundred canadian cfo email lists more questions come to your mind trying to get a logical answer to your problem.
It is important to analyze the metrics, frequency , message, etc., but you must also think about stopping this loss, since if you continue like this, it will be harder for you to maintain a good ROI ; these losses will generate a drop in conversions through this channel.
Some hypotheses and suggestions to minimize the subscriber cancellation rate
Online users are demanding, volatile and, above all, they don't feel comfortable receiving things they haven't asked for, especially considering the high volume of promotional (and non-promotional) emails we receive every day. Therefore, you have to think about whether what you're doing with your email marketing campaign offers them value and reasons to open it, interact with it and, at the very least, not unsubscribe.
Maybe you are overusing your automated email campaigns?
This tactic consists of sending a chain of emails to your subscribers with the aim of triggering some action in them such as purchasing products through offers, games, promotions, seasonal sales, etc. You may have experienced this when signing up for an application and immediately afterward the platform itself sends you these sequential emails to offer you advice on how to get the most out of it.
If you're seeing a high unsubscribe rate, could it be that you 're sending emails too often? You may be drowning your subscriber with content they don't want.
Perhaps you are sending good, quality, and useful information, but without being careful with the frequency.
If you think you have a lot of good things to say, try to take advantage of other channels such as the corporate blog or wait a reasonable amount of time to send each newsletter.
Your database is not well segmented
It is a common and costly mistake to not segment your database based on behavior and preferences and this can lead to saturation of the recipient. This may be another reason why you are experiencing an abnormally high unsubscribe rate.
It is not advisable to overwhelm contacts who barely interact with your newsletters with promotions.
This type of purely promotional email should be directed to a subscriber who has already shown you the intention to buy with their behavior on the website.
There's no way to 100% guarantee that your targeted messages will increase the engagement level of your subscribers or customers, but you can ensure that a good portion of them will value what you've sent to their inbox.
Make sure you segment your database to identify subscribers who are existing customers and have shown interest in repurchasing, subscribers who haven't interacted in a while, and new subscribers you want to entice to begin their journey through the conversion funnel.
Low: types and reasons for them
The losses are divided into two types:
Automatic : basically when an email no longer exists or cannot receive more emails and bounces .
Voluntary : when the subscriber unsubscribes from the distribution list.
Voluntary cancellations can be due to multiple reasons, but they are all attributable to the subscriber. There are times when the person unsubscribes simply due to saturation and starts to unsubscribe from newsletters and, coincidentally, our last mailing was there, which also caused the subscriber to unsubscribe.
But perhaps most of these drops are the sender's responsibility: excessive sending , poor or non-existent segmentation , unattractive message , lack of useful content , etc... and this causes the subscriber to end up becoming disenchanted and cancelling their subscription.
If you start losing subscribers, you will surely ask yourself, “When did I start losing subscribers?” “What am I doing wrong?” “Maybe I was too confident?” And so on, a hundred canadian cfo email lists more questions come to your mind trying to get a logical answer to your problem.
It is important to analyze the metrics, frequency , message, etc., but you must also think about stopping this loss, since if you continue like this, it will be harder for you to maintain a good ROI ; these losses will generate a drop in conversions through this channel.
Some hypotheses and suggestions to minimize the subscriber cancellation rate
Online users are demanding, volatile and, above all, they don't feel comfortable receiving things they haven't asked for, especially considering the high volume of promotional (and non-promotional) emails we receive every day. Therefore, you have to think about whether what you're doing with your email marketing campaign offers them value and reasons to open it, interact with it and, at the very least, not unsubscribe.
Maybe you are overusing your automated email campaigns?
This tactic consists of sending a chain of emails to your subscribers with the aim of triggering some action in them such as purchasing products through offers, games, promotions, seasonal sales, etc. You may have experienced this when signing up for an application and immediately afterward the platform itself sends you these sequential emails to offer you advice on how to get the most out of it.
If you're seeing a high unsubscribe rate, could it be that you 're sending emails too often? You may be drowning your subscriber with content they don't want.
Perhaps you are sending good, quality, and useful information, but without being careful with the frequency.
If you think you have a lot of good things to say, try to take advantage of other channels such as the corporate blog or wait a reasonable amount of time to send each newsletter.
Your database is not well segmented
It is a common and costly mistake to not segment your database based on behavior and preferences and this can lead to saturation of the recipient. This may be another reason why you are experiencing an abnormally high unsubscribe rate.
It is not advisable to overwhelm contacts who barely interact with your newsletters with promotions.
This type of purely promotional email should be directed to a subscriber who has already shown you the intention to buy with their behavior on the website.
There's no way to 100% guarantee that your targeted messages will increase the engagement level of your subscribers or customers, but you can ensure that a good portion of them will value what you've sent to their inbox.
Make sure you segment your database to identify subscribers who are existing customers and have shown interest in repurchasing, subscribers who haven't interacted in a while, and new subscribers you want to entice to begin their journey through the conversion funnel.