It can be disheartening when people unsubscribe from your email marketing. A high unsubscribe rate is indicative of some problems you can solve, though.
Minimizing the number of people who opt out is obviously beneficial, but how do you actually go about doing it?
That’s what we’re going to look at today – how to lower your unsubscribe rate, and why a few unsubscribes are a good thing.
Minimizing Your Email Marketing Unsubscribe Rate
If you’re like me, you’re proud of your marketing skills. You lovingly craft an email campaign, look on it with pride, and send it. Only for some people to not only ignore it, but actively opt out of hearing from you again.
You do have to reconcile yourself to some unsubscribes though. This is true whether you’re sending a weekly newsletter to your opted-in list, or a cold Email Lead Generation campaign.
That’s not a bad thing. Sure, that’s fewer people who are seeing your marketing – but anyone who unsubscribes is, by definition, not going to take whatever action you’re aiming for. Whether that’s read your latest articles, or download your free trial, or anything else.
Having uninterested/unengaged contacts off your list is a good thing, since your engagement rate will be that much higher, which is better for your sender reputation.
Why Your Unsubscribe Rate Might Be High
There are a number of reasons why you might be experiencing a high rate of unsubscribes.
You might be sending to the wrong people. If your email audience isn’t well targeted, and you’re sending to people who just aren’t interested in what you’re saying, you’ll get a lot of unsubscribes.
Conversely, your emails might just not be good. If you know your recipients are the right target audience, and you’re getting unsubscribes, your content might not be compelling. Writing awesome emails is a whole big topic that you can read about here.
You can boil it down to just this, though: provide real value. Your contacts should get some kind of value out of just opening your message, even if it’s just a tidbit of information.
One really big reason you might be seeing a lot of unsubscribes, though, is this: you might be oversending and causing audience fatigue.
Picture it from their point of view, using Email Lead Generation as an example. You get a cold email from a business you’ve never heard of. It’s got a great subject line that nails exactly what you’re looking for right now.
So you open it, skim the email, and decide that it’s not important enough to deal with right now. You close it and go back to whatever you’re actually meant to be doing.
Tomorrow, you get another email from the same company. It’s a similar message, and now you’re a little annoyed.
Then, the next day, you get another email from them. At this point, you don’t care whether it’s a similar message or something totally new. You’ve graduated from annoyed to mad, so you go ahead and unsubscribe – and they’re lucky you’re not reporting them as spam.
Do you really want to be that company? The one that annoys people into unsubscribing?
Of course you don’t. Nobody does.
This is just as true for opted-in lists like newsletter subscribers. If I’ve forked over my email address to a company, it was probably in exchange for some juicy bit of content.
When a company starts sending me emails every day around that, they’re getting an unsubscribe for their trouble. I don’t mind occasional messages – I knew what I was getting into when I handed them my address, after all – but there’s definitely a line.
Especially if it’s always a similar message, or something “following up” on a previous message.
If someone sees the same or too-similar messages coming from you, or gets too many emails too frequently, you’ll hit something called audience fatigue. It’s exactly what it sounds like.
Don’t Overwhelm Your Contacts
It’s very easy to annoy people with email. Remember that just because you like your campaigns and think they’re awesome, other people might not be so thrilled.
Particularly if your goal is lead generation, you should err on the side of caution. Every contact who unsubscribes because you annoyed them is one more potential customer lost.
The most you want to send to a given contact is weekly. Any more and you’re running the risk of driving people away.
Do feel free to space it out more. Here’s a tip: if you have a really big list, break it into chunks and send to those chunks individually instead of one big campaign.
It’s truly important to keep track of who you’ve sent a message to, and when. If you’re sending a weekly newsletter, and occasionally sending special offers to your opt-in list, that’s probably fairly easy to track.
If you’re sending cold campaigns to large lists, on the other hand, it’s all but impossible. Don’t believe me? Try wrangling a spreadsheet of hundreds of thousands of contacts and tracking who was sent which campaign on which date.
It’ll get old really quick.
Instead of burying yourself in spreadsheets, you could take advantage of Clickback’s Time-Suppressed Contacts (TSC) feature.
TSC is designed to prevent you from annoying your contacts. Yes, really. When you send a campaign to a contact, that contact is automatically suppressed from receiving another campaign for 6 days.
Basically, you can’t accidentally flood a contact’s inbox.
That’s just scratching the surface of how Clickback can help you generate leads more effectively (and minimize unsubscribes, too).
See it for yourself with a 1:1 live demo!