You might be wondering why your email campaigns don’t get the results you want and why your email marketing activities, for unknown reasons, lead to a gradual shortening of your subscriber lists. To understand why this happens, imagine yourself standing in front of a huge overloaded wardrobe with a sense of helplessness as you complain “I have nothing to wear, again”. That’s what your subscribers experience on a daily basis when you fill their inbox with a flood of messages that just don’t fit them any longer. Don’t worry, we won’t talk fashion in this article—just enough to get us started on why people unsubscribe from your email list.
According to these statistics, the number of sent and received emails per day worldwide will 281.1 bilion in 2018 and the figure is expected to increase to over 333 bilion daily mails in 2022. How do you break through this noise while making your subscribers happy? You have to become the kind of clothes that your subscribers just can’t do without. Ok, no more clothes talk—this time I mean it. Probably.
1. Too many useless pieces
Life with an overloaded wardrobe is not easy. In order to reach the necessary garment, we have to push through the piles of unneeded and unwanted clothes, which robs us of time and energy and causes frustration. The same happens when you flood your subscribers with tons of emails, believing that intense contact will ensure the desired effect of the email campaign. To establish an effective dialogue with your contact list:
- control the frequency of your outgoing emails
- monitor the activity of your subscribers, divide your contact list into two groups: active and inactive and adjust the frequency and content of e-mails to the demographic, behavior and transaction indicators of both
- define the goal of your email campaign, decide who on your list should be the recipient of the generic newsletter and who should receive targeted sales email.
2. Only favorites
Every functional wardrobe contains the clothes we like the most and wear often. These are our trusted brands that we know well and are interested in following.
While your subscriber’s mailbox is filling up every day with promotional emails from different companies, do not take for granted that you’re on the list of favorite senders. According to the research results in the Redlink report when assessing the attractiveness of an email, 50% of respondents pay particular attention to the sender of the email. So, if the recipient of your message does not identify with your company in any way and estimates he will not benefit from opening your email, your message will quickly land in the junk with the rest of forgotten brands.
To avoid a blindness to this marketing action, make sure your email campaign is strongly integrated with other promotional activities. Position yourself as a distinctive brand with an unambiguous and recognized message that your subscriber will naturally follow. Additionally, ensure your potential client that you care for their interests and security. Do follow all GDPR requirements as the subscribers’ awareness of the protection of their personal data is high and is constantly growing.
3. Poor design, poor quality, too old-fashioned
To reduce the content of a cavernous wardrobe and make space for new clothes, we first get rid of clothes that have long gone out of fashion, are ugly, messy and un-functional. Take advantage of this rule to create an ‘always wearable’ mailing or newsletter template. Remember that your subscriber doesn’t have time or patience for reading too wordy and monotonous emails, with careless design which is badly displayed on different devices. To permanently book a place on the subscriber cabinet shelf, focus on preparing:
- catchy title and brief preheader – treat this step as increasing the chances that your email will be opened at all so avoid wording that may discourage the subscriber at the outset
- high quality and diverse of content – after defining the purpose of your mailing focus on the most crucial message you want to convey depending on whether you want to inform about new services, encourage to promotional shopping or get interested in a new blog entry
- redirection links and a clear CTA – do not overload your emails with the words. Nobody would read it. If you want to develop the topic and invite to the details of your offer or to start shopping mark the links and ‘call to action’ button clearly. Do not forget to differentiate your content with adequate images and videos
- responsive layout – badly displayed mailing content on mobile devices is one of the most irritating thing for subscribers. Remember to test your layout and make sure that all contained elements are displayed correctly.
Summing up – do not do it this way:
Reckless shopping, missed gifts
Probably each of us keeps in closet the real nightmares of clothing. The fishing trousers we bought under the influence of momentary impulse or T-shirt with a photo of a popular boysband we received as a gift from someone who didn’t know too much about our music taste. The rule here is simple – I don’t wear it, I’m getting out. Your subscriber follows the same pattern in selecting the emails they want to read.
So if you forget about smart segmentation and personalization your subscriber will be tormented with the piles of items he doesn’t need and will quickly leave your contact list with really bad client experience. One of the worst things you can do to your subscriber is to direct him missed content in the wrong time. There is little chance that a young person living in the city will appreciate an email with an attractive discount on the purchase of agricultural equipment.
“Why people unsubscribe” is all about “people”, not “why”
Your contact list is not a set of anonymous records. Behind each number is a person with specific interests and needs. Your challenge is to transform this group into effective leads that would follow your email message and identify with your brand. If you want to stop them from clicking the “unsubscribe” button, just help them to keep their wardrobe tidy.