Sep 14, 2017
Transcript
Hello, no guest interview this week so I’m going to have a quick
chat around email unsubscribers.
I sent my most recent newsletter out last week and after checking
the report I looked at the unsubscribes. Now I don’t get many. The
industry standard average is less than 1% but I keep my list very
tight and when someone unsubscribes it used be emotional.
But this is something to be celebrated.
Every marketing email you send you must give the person the ability
to opt out of (or ‘unsubscribe from’) further emails.
So lets look at the reasons people unsubscribe:-
• People may be cleaning their in box but still following via you
tube, your blog or social channels.
• employee turnover
• recipients could have forgotten about you
• recipients could have gotten tired receiving your messages
• might have had a change in direction
SO if you are receiving a high level of unsubscribes you can try
a few techniques and validations
• Optimize the frequency of your emails. Send your email
communication at least once per month, you need your list to get
used to your emails, you don’t want to lose touch with them
• Review your content. When your subscriber left their email
address with you they enjoyed your content, it is beneficial and
helps them in their job to be done. ask yourself if you have gone
off piste with your content of late.
• Have you become too spammy, have you ramped up the sales?
Remember your list is looking for value, you are a trusted
authority, they like you and enjoy your opinions and news. They
appreciate your content They appreciate your offerings. Don’t abuse
that.
Now hopefully your readers whilst appreciating your content will
understand your are a business and you have something to sell. Yes
we have calling and we love to help and assist but this is how we
make a living also.
Some readers might not get this and will unsubscribe, they enjoy
the free stuff but when you promote your paid services they may
spit their dummy.
Your services and products can be relevant but they just want
something for free. That’s fair enough, but if they don’t
understand you aren’t there providing free consultancy only and get
their knickers in a twist when you promote your services… let it
go. take Elsas advice from frozen.
Actually don’t let it go, celebrate the unsubscribes.
• It can save you money if you have a big enough list to pay for
each email sent.
• It can save you from tidying and purging your list. And what I
mean by this is that periodically you may wish to remove
subscribers who don’t open your emails. your open and click-through
rates also go up … which is always a good thing!
What you are left with is a really quality list of customers and
prospects.
You can now provide this target audience with quality emails, if
they aren’t your target audience or ideal customer avatar then
great, let them self select their backsides off your list.
Actually keep the keep your unsubscribe link visible, make it huge.
But seriously do have a link to prevent possible spam
complaints.
unsubscribes are better than a spam report.
Try not to wind people up with additional emails once they have
subscribes such as :-
“request” for an unsubscribe has been received and will be
processed.
Or another email telling them they have been unsubscribed
The only metric that really matters is that your list should be
growing over time.
even if its slow going (and actually I prefer that to ensure the
targeted audience) but as long as its rising, your’re on the right
path.
So the next time you have an unsubscriber, remember it will save
you time, money and energy
smile, enter your email platform and erase their ass.
Show Sponsors:-
Far North - Sales, Marketing, Technology
Are you looking to enter new markets?
Launch a new business, product or service?
Maybe introduce a new revenue stream?
Far North is an all-encompassing Business Development Consultancy. We aim to fulfil your growth potential by reviewing your existing business strategy or developing a new, bespoke business model.