Category: Email Marketing
To have contacts that unsubscribe from your email lists is normal, is part of their cycle of life. The interests and preferences of the people change, and it is normal (and positive) that they unsubscribe if already not find interesting what you communicate in your email marketing sendings. Think that the most important is to have a quality list with contacts who are really interested and engaged with your brand, products and services.
However, if the number of unsusbscribed that you have in your email sendings is high, it's your fault.
Discover the main reasons why people unsbubscribe from massive email sendings.
YOU ARE SENDING TOO MANY EMAILS
One of the main reasons why people unsubscribe from a mailing list is because they receive (or believe they receive) too many emails. Bombing your subscribers with emails is not a good practice, can increase the unsubscribed and worst, cause they mark your sendings as spam.
Perhaps you consider that this is not your case, that you do not send many emails, but think that there are several factors that can provoque in your subscribers the false impression to be receiving too many. A subject line or repetitive content in your emails or a bad choice of sending time are factors that can feed this feeling.
YOUR SUBSCRIBERS DON'T KNOW WHO YOU ARE
There are several reasons why your subscribers may not have no idea who you are and why you send them emails.
The first and most serious, because they didn't really signed to your list and you got their emails buying a list of emails to third parties or collecting old contacts or from other sources.
If your list is formed by contacts that they gave their consent, can also occur that they do not know who you are. If someone subscribes to your newsletter and does not begin to receive your communications within a short space of time and on a regular basis, he'll forget who you are and that he subscribed voluntarily to your list, causing an unsubscribed in your list, or that mark your emails as spam.
To avoid being a stranger to your subscribers, send them emails on a regular basis. No matter if you just started with email marketing and your list has 10 emails, send your newsletter. Whether your company has news every month, send your newsletter. If not, they'll forget you.
Don't wait to have a list of 10,000 emails, don't think that your list is too small to start. In email marketing matters more quality than quantity.
Don't believe that you don't have content for your emails. We are sure that you have many things to explain in addition to releases or specific offers. Everything is a matter of planning. Plan the content you want to send over the year and keep in mind that the aim of all your emails does not have to be selling; retain customers and make brand image are also good targets.
YOUR EMAILS ARE BORING
It doesn't matter how interesting the product or service you offer might be... you can bore your subscribers. Repetitive emails with irrelevant content, text-heavy, without a predictable structure, with multiple different calls-to-action (buy, download, visit website, see product...), images that weigh too much... distract and bore your subscribers. How to avoid it? Content quality, striking images and direct and featured calls-to-action that show urgency, are the key.
YOUR EMAILS ARE NOT RESPONSIVE
Today we are multi-device users: Depending on the time of day and activity we are doing, we use mobile, laptop or tablet to access Internet and our email. If the design of your newsletter is not responsive (if it does not fit the size of the device from which it is read), your mobile users in the best of cases will open your email and will say 'I'll look it from the computer' and, when they arrive home or their office will have received more than 100 emails and forgotted what you wanted to tell.
YOUR EMAILS DO NOT HAVE A PROFESSIONAL DESIGN
If your email does not have a neat, professional-looking design, people will think it is spam and will unsubscribe. A newsletter without a careful aesthetic transmits distrust towards the brand that sends it, and denotes the disinterest of the same by giving users a good experience.
YOU ONLY SEND EMAILS TO TRY TO SELL SOMETHING TO YOUR SUBSCRIBERS
If all of your communications are advertisements about your products or services, you'll cause your users' unsubscription. Follow the 80/20 rule: only 20% of your emails should be purely commercial. Spend the rest to themes allowing you to retain your users and create brand image. You can offer information and advice about your industry, news, free downloads of ebooks, sending invitations to events or giving access to exclusive content...
YOUR EMAIL CONTENT IS IRRELEVANT TO YOUR SUBSCRIBER
People subscribes to a mailing list because expect to receive interesting content that are suited to their profile, their tastes and needs. If you send emails that do not conform to what subscribers expect, they'll unsubscribe. To avoid this you should segment your audience and customize your communications according to your preferences. Don't forget that your subscribers' interests can vary over time, so it is very important to monitor their behavior and have their feedback on a regular basis so you'll know exactly which content they want to receive.
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