WEB & TECH / JAN. 06, 2015
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Email Unsubscribes: Causes and How to Avoid Them

We are in the most engaging times of the year and there is an influx of offers in our emails. A large number of marketers are in the quest to amplify their sales through their emails list. However, the number of unsubscribes is overwhelming. If you have been recently witnessed an increase in the number of unsubscribes, there might be a number of reasons for that apart from over-mailing.

Before you seek to solve this problem, you need to check whether your unsubscribe rate is posing a threat to your marketing strategy. You can use the Silverpop’s table to find out whether your unsubscribe rate is an issue.

Below is a list of 5 reasons for email unsubscribes and a few suggestions on how to cure the problem.

#1. Too Many Emails

Many people are likely to unsubscribe if they are receiving too many emails. However, this is just part of the story. Subscribers might be receiving too many emails in general or too many of your emails. For instance, during the festive season or the start of a year, people can get their inboxes flooded with offers from different marketers. Having received a ton of emails from various sources, they might decide they have had enough of it and start unsubscribing. However, if they find your emails worth reading, they are likely to include them into the list of emails they would like to read.

#2. Your Emails are Against the People’s Expectations

Probably, the content is not what your subscribers expected. To fix this, convey what you promised. For instance, don’t promise to send emails about numerology, then send lots of emails about affiliate marketing. Remember this is not what your subscribers signed up for. Continue sending them more emails on affiliate marketing and they will be gone. Additionally, you can consider offering an email archive. Once you show a few of your email newsletters to your potential subscribers, it will enable them to know what to expect. This way, you will succeed in reducing and even avoiding any future unsubscribes.

#3. Lack of Relevance in Subsequent Emails

If the content of your emails is no longer relevant, be sure to see an upsurge of unsubscribes. Actually, this implies two things:

  • Your subscribers’ interests have changed
  • You no longer deliver what you promised

People’s interests change with time. For example, if you have ventured in a niche of business that deals in, say, bike racks, there is little you can do if your subscribers lose their enthusiasm for bicycles. However, if your venture has a larger scope such as business finances or Internet marketing, you are likely to save a lot of these subscribes. As a bottom line, segmenting your list is imperative.

#4. It Is Hard to Read Your Emails on Mobile Devices

More than 50% of emails are read on mobile devices. If your emails are not clickable or don’t load quickly on a tablet or mobile phone, your subscribers are more than likely to unsubscribe. Ensure you check your emails on various mobile devices before sending them out. The best thing to do is to choose a responsive design as this will make them look good on any mobile device.

#5. You Send Unfamiliar Emails

Contrary to the most common reason, people might unsubscribe if they don’t hear from you on a frequent basis. For example, if you send out a newsletter once a month, you might be leaving too much time between your emails that your subscribers might not remember you. Who knows if they could unsubscribe or worse still, label you as spam?

Even though it is hard to send an email out every week or even biweekly, there is need for best practice. You can also improve your email production by utilizing email templates. You can also establish RSS-to-email functionality. This way, emails will be sent automatically whenever you publish a blog post.

The above tips will help you spice things up in your emails and help sustain your subscribers.

To your success!

Photo credits: Media Works

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