How to Control Rising Unsubscribe Rates

So, you think your email marketing campaign is going well, and then you notice something: unsubscribe requests start appearing in your inbox. The first thing that you tell yourself is that everyone loses subscribers – it’s nothing to worry about. However, what do you do when those unsubscribe numbers start to pile up and affect your delivery rate?

Well, first, don’t ignore it, and don’t blow it off as an acceptable loss. Unsubscribe requests can not only affect your ability to reach potential customers, but it can have a negative financial impact on your business.

If you catch it in time, you can fix the problem before it becomes systemic. Ask yourself: why are so many recipients of my emails choosing to hit the unsubscribe button? Checking the trends of opt-out requests can generally provide a good indicator of a consistent issue or help determine if it is merely stemming from a faulty message structure.

Let’s identify some trouble areas and learn how to fix them.

Segmenting Messages to Stem the Tide of Unsubscribers

If you continue to lose subscribers, it may be because you aren’t relating to your audience. Studies show that 50% of the time, consumers unsubscribe because they feel an email is irrelevant. It could be that your message sounds off or that it is too far removed from your business, but you should never send out messages that don’t relate to your customers.

Keeping an audience engaged is a challenging endeavor, but ensuring your messaging is directed towards the needs and desires of your audience is crucial.  Learning to segment your email list can help better tailor email messages that are relevant or interesting for the reader. Then, using real-time metrics, you can monitor the engagement and spending of your clients in response to your email campaign.

Segmenting messages is more than just dividing campaigns between age and demographics. You can drill down into customer engagement, retention, their type of business, the industry or market they operate in, and the clientele with which they interact.  This segmentation will allow you to prepare and send content relatable to their staff and tailor emails around specific areas of interest.

Personalize Every Message

You’ve already spent the time dissecting data to better segment your marketing campaign, now use that same customer data to personalize each email you send out. Research shows that people overwhelmingly respond positively to personalized emails. You can’t be sure they’ll read every word, but the chance that they will open and view your message increases, and more importantly, you reduce the likelihood you’ll receive an unsubscribe request in return.

Personalizing your messages with a client’s name is fine, but including the real-time customer information in your message, such as the last time you spoke, asking about their industry, and mentioning their business can build engagement and drive a response.

Statistics show that the average click-through rate on personalized messages is 2.5 times higher than non-personalized campaigns. Personalized messages tell your clients that you are actually engaged with what they want, which adds to the impression that you are adding value to their operation and not just wasting their time.

Diversify Your Marketing

Lastly, if you are receiving too many unsubscribe requests, it may be that you are sending out too many email messages. Try diversifying with alternative marketing techniques. You can reduce the number of emails you send, but still utilize other marketing tactics to engage with your clients and drive results.

Email marketing is a fantastic way to build a brand.  However, like any marketing, you have to know when enough is enough.  By eliminating irrelevant content and sending out messages that are personal and relatable to your customers, you’ll keep them engaged and continue to drive results while doing more to lower your opt-out rates.

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