An email unsubscribe is a way to stop receiving emails from a company. Usually, people click on the unsubscribe link at the bottom of the email or contact the sender to unsubscribe from the subscription. Email unsubscribing happens because of different reasons. People may unsubscribe from your email because of the frequency of emails, content in the email, and more.
Email List Churn
Email list churn is the rate at which subscribers unsubscribe from a mailing list. It is reported as a percentage of total subscribers and calculated by dividing the number of unsubscribed email addresses by the total number of email addresses.
There are two types of email list churn.
- Active opt-outs – The subscriber gets an email asking them if they want to unsubscribe from the list. You can’t send these people any more marketing messages if they click the unsubscribe link in your email.
- Passive opt-outs – If the subscribers don’t open emails for some time, they automatically enter the unsubscribe list. Usually, you no longer contact the people who opted out of the email list.
Marketers should enhance their email lifecycle messaging and customer loyalty approach to re-engage the passive subscribers. There needs to be a shift in content creation and package, to keep people interested and actively engaged. If they’re not, they’ll start opting out.
What is Email Unsubscribe Rate ?
The email unsubscribe rate is the percentage of people who clicked the “unsubscribe” link of an email.
Do you know why people keep unsubscribing from your emails?
In the digital world, it has become a norm for people to subscribe and unsubscribe from email lists on an ongoing basis. People unsubscribe for various reasons.
Here are a few listed below:
- The frequency of emails sent by the company is too high.
- Look like the emails they are receiving as spam.
- The content is irrelevant, not interesting, unoriginal, and repetitive for them.
- People sometimes forget they signed up for your email list.
- Email they were receiving is not up to their preferences.
- The content of the email is too long.
- Your emails are too promotional, so they think you’re trying too hard to sell them something
- They can’t properly view your email.
Tips to reduce Email Unsubscribes
1. Segment your list
Segmentation is a powerful tool that allows you to tailor the content in your emails to a specific audience and make your marketing more effective.
It is also an essential part of personalization. It helps you to understand who your customers are and what they need so that you can tailor your products and services accordingly.
Different ways to segment your email subscribers:
- Preferences: Ask subscribers what kind of messages they want to receive from you via email (Discounts, post updates, caution updates, etc) and send them the emails accordingly.
- Interested Topics: You can split your audience according to their interests. Gather details from the subscribers about the choice of topics they would like to receive content on at the sign-up.
- Location: Use the location of the subscribers to send them targeted emails.
- Communication methods: Customers may pre fer different communication methods. You can change your emails to SMS, Twitter, other social media platforms, and so on based on their requirements.
2. Use a Combination of Double Opt-ins and Single Opt-ins
A single opt-in is a type of list sign-up where the confirmation email is not sent to the subscriber as they have already confirmed their email address by entering it into the form.
A double opt-in is when a visitor is required to confirm their email address and subscription via a confirmation email.
It offers better email protection and the opportunity to contact subscribers via their confirmation email. But the double opt-ins lead to slower list growth, spam complaints, and people unsubscribing because some people fail to fill out the initial signup process correctly.
The subscriber would receive an email shortly after submitting the opt-in form.
It is sufficient to use single opt-in if you want to offer a content upgrade or an eBook. If you’re collecting emails from other places, make sure the form is a double opt-in.
3. Use Re-engagement Campaigns
A Re-engagement campaign is a way to remind people to come back and use your service, app, or website. You can use these campaigns to determine why they’ve not engaged and then figure out how to create content that gets them interested again.
Send an automated email to bring life to the dead email list by asking them their suggestions on any of the following,
- Want content about different topics, products, or services
- Want to receive emails lesser
- Want to snooze their subscription for a while
4. Craft Great Subject Lines
The subject line is your subscribers’ first introduction to your campaign, so it is essential to success in email. A good subject line will increase open rates and give more people a chance to see what you have to offer. Make sure to include an attractive subject line that people will read.
5. Personalization of your emails
Every person is unique, so uniquely treat them. To achieve a more personal experience, use the singular “you” and make it sound like you’re communicating with just one person.
Personalization shouldn’t be limited to your customers. Make sure that you personalize the brand too! Your subscribers should feel like they’re getting an email from a person, not a brand.
Personalized messages perform well in open rates and click-through rates, and they have a lower unsubscribe rate than their non-personalized counterparts.
6. Optimize for Mobile devices
According to a survey, 81% of people will check their emails on their mobile devices. It is one of the many reasons that making your email campaign mobile-optimized is now a crucial part of any promotional plan, even if you expect people will primarily be using a desktop computer for their work.
While sending your email, make sure the content is visible on all small-screen devices. Subscribers don’t want to spend a lot of time with your emails. So, try not to send them long messages. If not, you may risk having them unsubscribe from your email list.
7. Focus on Email Frequency
Email frequency is one of the crucial factors you must focus on. If you send too many messages to your subscribers, they’ll end up unsubscribing since they won’t have an interest in your company anymore.
Tap into your segmentation data and do email testing often to learn how much you should be targeting each group.
It’s a must to choose a frequency to ensure that people receive your email in their inbox at the right time.
8. Ask for feedback
When your customers opt-out from your email list, it’s necessary to ask them why they did so. It will give you feedback that will help improve the user experience. It can also allow you to iterate on your content-development process.
The best way to stay on top of this is to watch for trends in the unsubscribe list and adjust your email strategy accordingly. You can never fully get rid of them, but you can try to keep it from happening. You could ask them for feedback on the reasons that made them unsubscribe from your emails.
To avoid letting your unsubscribe list grow, it is important to provide your subscribers with information about why they should stay on your list.
The best way to avoid these problems is by making sure that your email list has a good segmentation. You should also make sure that the content that you send out is relevant, not spammy, and not too promotional.
If people are leaving you, consider experimenting with less frequent and more personalized email design. To ensure your subscribers are engaged, always think about the topics and information they would be interested in. Also, take some time regularly to understand the needs and interests of your target audience. It will help you stay on top of trends amongst them.
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