Your potential clients are probably opting for the email unsubscribe option and you are getting worried. It is actually a good thing, giving you more perspective than you realize.
Marketers put in a lot of effort with email marketing to land an email in someone’s inbox and, more importantly, getting them to open that email. The last blow to all that work you want is someone to hit email unsubscribe. But then again what are email unsubscribes?
Email unsubscribes, as stated by Outbound Engine, are the number of people who request to stop receiving your emails. With a small business, your email unsubscribes likely will be relatively low by nature due largely in part to the personal relationship you have with the recipients. But with a larger email list, you might not know all of those people on a personal basis, thus potentially giving you a higher unsubscribe rate.
Why Would People Choose Email Unsubscribe
Simply put, it is natural. Each time you send an email, you risk someone hitting the “unsubscribe” link at the bottom.
People will unsubscribe for any number of reasons, but more often than not, email unsubscribes turn up because of the sender/marketer. From congesting inboxes, poor formatting, to uninteresting content.
You either send your emails too often or not as often as the customer would like. When you bombard people with constant emails, they are more than likely to look at it as spam and unsubscribe. One email a week is regulated. On the other hand, if you take long to send the emails, your clients may opt-out because the time-lapse in communication has bred forgetfulness. If you wait too long in between messages, you risk losing brand recognition.
Many will sign up for your emails because you are offering a good product or service at amazing or low value. Once that product has been attained, they have less interest in hearing from you and will most likely unsubscribe, unless of course, by some chance, you are still offering great deals.
If you keep blasting out unsegmented and un-personalized emails, subscribers are going to turn into unsubscribers faster than you want.
Email address change
Statistically, around 30% of email users change their address every year. they probably did change jobs or even deactivated those addresses to get new ones, or simply chose other email servers. Actually, inactive subscribers are very harmful.
Looking at the above reason, its a call-to-action for the marketer. Do some weeding and clean-out. Quality over quantity. Getting the inactive subscribers’ list as low as possible while focussing on increasing subscribers. The inactivity and or unsubscribe rate helps you understand the kind of audience interested in your email marketing content.
Once you’ve eliminated all the junk, you can focus on growing your list.
Major things to look into while building the list are segmentation, quality and relevant content, and deliverability.
Focus on demographics, previous engagement metrics, or whatever you think will keep them engaged.
You should also create at least one segmented list for passive subscribers.
If you’re sending valuable content at an acceptable frequency, rest assured you’ll keep your recipients happy and your unsubscribe rates low.
At the end of the day, you can have awesome email newsletters, full of engaging and entertaining content, successfully land that email in someone’s inbox and get them to open it, too. But if someone, for whatever reason, simply doesn’t want to get your emails anymore, it’s always in your best interest to make it easy for them to unsubscribe.