Have you been emailing your subscriber list more frequently and are seeing a higher unsubscribe rate? This is not uncommon. More than 90% of consumers unsubscribe because of too frequent, irrelevant or boring communications.
But if people are unsubscribing from your list, you are not necessarily doomed. In fact it could be a good thing. But to establish whether you shouldn’t be entering into ‘panic zone’, it’s necessary to try and work out why your users are unsubscribing.
Why do people unsubscribe?
- Emails being too frequent – This is arguably the most common reason. Often related to people feeling overwhelmed, or not having enough time to keep on top of all your emails. Or perhaps you really are emailing them far too much.
- Emails too infrequent. They don’t know who you are and don’t recognise your name.
- They only subscribed to get the free gift, and quickly left afterwards.
- Subscribers disinterested in your niche offerings. Maybe, they didn’t understand exactly what they were signing up for, and later realised it wasn’t for them.
- Off-topic posting/ subscribers not getting what they signed up for.
- Too self-promotional. Hard selling doesn’t work anymore and can just damage the relationship you have with your subscriber.
- Emails poor quality/add no value.
- You’ve irritated, annoyed, or even offended your readers in previous emails.
- Your subscriber has changed their email.
If people are unsubscribing because you’re providing poor quality content or off-topic posting, you will really need to work on improving your emails. Think about hiring a copywriter who can write persuasive copy that subtly sells and gets your message out there whilst delivering value.
However, many of the reasons people unsubscribe are not related to any misdoing on your part.
Why it’s not so terrible if people unsubscribe
- Unsubscribers don’t want to hear from you anyway. There is little to be gained from emailing them. They are very unlikely to purchase your products/services.
- Consumers are diverse. So it’s impossible for your emails to appeal to everyone. Growing unsubscriptions are not necessarily a reflection of your list being of poor quality; more that they are not relevant to those that unsubscribed.
- It’s very difficult to please everyone with frequency of emails; there is no exact optimal frequency. Maybe the unsubscriber subscribed on a whim- They were never going to be long-term subscribers, unless you substantially changed your offer in which case you would not be meeting the needs of your true subscribers.
- You are communicating with a group of subscribers who want to hear from you, are interested in what you have to say, and are potential buyers of product/ services you offer. So it’s worthwhile investing in these relationships.
- With a smaller list you are managing a more targeted group, who are more likely to purchase from you.
But I’m not saying you should actively promote people leaving your list. The point is you should not waste too much energy panicking about it. Instead focus your goals on meeting the needs of your existing subscribers.
How to have happy subscribers that stay on your list
- Don’t irritate, annoy, or even offend your readers. Choose your content and choice of words carefully.
- Make an engaging email with high quality, valuable content, with something new to offer in every email. Inviting your reader’s feedback is an excellent way of checking your content really meets up to these standards.
- Offer something unique. Don’t write what your competitors are writing. Get insider information by subscribing to your competitors’ email lists to see what they are sending to their subscribers. Then you can differentiate your emails accordingly.
- Try to set your emails to flow out at an optimal frequency – not ridiculously low or high; 2-3 times a week is reasonable. Also prioritise quality over quantity – Don’t email to send minor updates or unimportant messages; ensure all your emails are valuable.
- Ensure you deliver what your readers signed up for. Don’t go off-topic. Keep it to your niche.
- Use your common sense – Consider what would irritate you/ what does irritate you. Your subscribers probably think the same way.
Overall, it’s important not to get too concerned over a reduction in subscription numbers. Instead stay focused on your target audience and delivering value to them and your list will be glowing.
What makes you unsubscribe from a list? What would keep you a happy subscriber?
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