8 Top Causes of Email List 'Unsubscribes' rahman
Getting subscribers for your email list takes time and effort.
Your goal is to grow your list, not drive subscribers away.
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All email marketers have to fight the natural email list
decline as addresses becoming undeliverable and people's
interests' change. You certainly want to avoid actions that
actually make people want to unsubscribe from your list.
Take note of these 8 annoying email marketing tactics and
heed the solutions for stopping these bad habits.
1) You send too much email.
The number one reason people unsubscribe from an email list
is they're overwhelmed by the volume of email you send.
66% of email users say too frequent emails is why they
unsubscribe from an email list according to a Merkle study.
Solution:
If you're a frequent email sender try eliminating one or
two of the emails you send each month.
2) You are boring.
Are your email offers always the same? Is your content
repetitive, always covering the same subject matter again
and again?
49% of email users say repetitive, boring emails is why they
unsubscribe from an email list according to Exact Target.
Solution:
Spice up your emails using a variety of mediums. Don't
always send the same boring text messages.
* Record an audio message and send out the MP3 link
* Make a video and upload it to YouTube
* Draw something (or hire a freelancer) to share your
idea in a cartoon or infographic.
3) Your messages are irrelevant.
The content you provide and the offers you promote, need
to be interesting to the recipient. Emails that simply
don't apply to a user's wants or needs are viewed as
spam.
60% of email users said irrelevancy is why they unsubscribe
from an email list according to Merkle's study.
Solution:
Make sure your email list sign-up form clearly explains
the content that you will send your subscribers. After a
subscriber signs up use a form to request additional
information about his/her interests.
Segment your list based upon subscribers' interest to
ensure your offers are relevant.
4) You send too few emails.
If you email once a month or less, it's likely your
subscribers will forget who you are between mailings.
As a result of not remembering and not recognizing who you
are they'll think of your email as spam and unsubscribe.
Solution:
Email your list at least once a week. Sending out an
informative message weekly helps your subscribers
remember you and remember why they signed up.
5) Your emails are not essential.
Inboxes are overflowing with email. As a result, users
regularly go through and clear out emails they're no
longer reading. Just as you do a spring house cleaning -
inbox cleaning occurs too.
If your emails are not providing quality information
that subscribers can't wait to receive, your emails
are in danger of being swept away.
47% of email users say they get too many emails from
various sources. Their response is to clean up their
inboxes deciding to get off some companies' lists,
according to Exact Target.
Solution:
Put time and effort into creating interesting content.
Good content encourages your subscribers to open your
messages and keeps them engaged. Make content creation a
top priority and your email subscribers will see your
emails as essential!
6) Your messages are unprofessional.
Yes, I'm referring to your spelling and grammar.
Occasional writing errors are bound to happen. When
your email messages are filled with sentences fragments
and/or run-on sentences that do not make sense you're
going to lose subscribers.
Recipients are simply not going to take the time to
decipher what you're email is trying to say, even if
you're giving them the holy grail.
Solution:
You do have options when writing is not your strength.
Use one or more of these alternatives to transform your
thoughts into prose:
* Use a spell and grammar checker.
* Ask an associate to proof read your work.
* Hire a freelance copy writer to write for you.
(Check out the site - Don't Do It Yourself )
* Use audio instead. Record your message instead of
writing it.
* Make a video. Again tell your story on camera
rather than writing it out.
7) Your messages are poorly designed.
Poor email design can occur if you send out emails
with no formatting, broken links and graphics that
fail to load.
Poor email design can occur if your emails are not
optimized for the growing mobile audience (which is
now at about 20%).
Poor email design can occur if your emails are over
loaded with graphics and more like a web page than
an email.
Again, your subscribers are not going to take the
time to decipher your message. Instead they'll look
elsewhere for information.
30% of email users say they decide to go elsewhere
for the information rather then have it emailed to
them according to Exact Target.
Solution:
Review your message's layout to ensure others can read it.
First, send a test of your email message to yourself.
How does your email look in your email program? If you
can't figure out what it says - go back to your design.
Next, use a free tool to check out how your message
will look in other devices. Check out the free tool -
http://resizemybrowser.com/.
You'll find settings for iPhones, tablets and notebooks
that will show you how your message will look on smaller
screens.
Work on your design until it looks good on all screens!
8) You didn't get permission.
Nothing irritates people more than getting emails they
didn't want to receive.
Often times a person will sign-up for a one time offer -
such as a sweepstakes or give-away. These individuals
did not intend or expect to be subscribed to receive
ongoing messages about other offers.
22% of email users say they signed-up for a one time
offer only and unsubscribed when they were sent messages
on other subjects according to Exact Target.
Solution:
Make a decision from one of these 2 choices when you
promote a special give-away.
A. Place all sign-ups for the one time promotion into
a separate list. Do not add those individuals to your
main email list. Only email those sign-ups messages
related to the special give-away. In your notices about
the promotion - encourage these leads to subscribe to
your main email list.
Or
B. Make it VERY CLEAR that the give-away promotion is a
bonus for subscribing to your list. Tell everyone who
signs-up for the promotion that they will be added to
your email list and sent your messages.
----
Review these email marketing no-nos and see if any of
them are your biggest enemies at causing unsubscribes.
Correct your mistakes and avoid further infractions
and you'll improve your email marketing results.
I'd love to hear your input on other reasons why people
have unsubscribed from your list. Reply back to me
with your findings.
###
Abbie Drew
DEMC Editor
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