Every email marker makes a constant effort to grow their mailing lists, but inevitably there are some unsubscribes after every send.
Why do subscribers choose to unsubscribe from a mailing list? Here are the four most common reasons.
1 - Your content is just not relevant?
Subscribers opt in to your emails with certain expectations of the nature of content they want to receive. When these expectations aren’t met, they unsubscribe.
Get to know your subscribers and what information it is that they want to receive from you. A simple idea is to add a subscriber preference field to your subscription form – when the subscriber creates their profile they can then indicate what they’re interested in: promotions, new product launches, industry news, etc. Alternatively, look at the reports of your past sends. What kind of content generated the highest click-through rates?
Before every send ask yourself: If I were the recipient, would I want to read this email? Or will it be easier to just delete it?
2 - Your subscribers don’t know who the email is from
If a recipient doesn’t recognize the From name as the same sender whose emails they subscribed to, they unsubscribe. It’s always a good idea to keep your From name consistent, and preferable to send from your brand name, for instance Coca-Cola, New York Times or Siemens. The only exception is when you have a particular individual intrinsically associated with your brand who is well-recognized, like Richard Branson with Virgin – or Seth Godin and Martha Stewart, who are brand names in themselves.
3 - They’ve forgotten that they’ve subscribed
Unfortunately, with the mass of email communications we encounter daily, people do sometimes forget that they’ve subscribed to your emails. This could mean that you’re not sending emails regularly enough – if you’re only sending quarterly emails chances are they’ve forgotten about your brand.
Regularly ask subscribers to update their profiles. It ensures that you always have their latest contact details, gives them the option of choosing what kind of communication they’d like to receive from your and reminds them that they are subscribed to your list. As an added benefit, it can help you achieve greater relevancy in your emails.
4 - You’re sending too many emails
Bombarding clients with emails (especially repetitive emails) will achieve nothing more than annoying them. Look at the subscriber preferences they selected upon signing up – how regularly do they want to receive emails from you? (As suggested above you can add these fields to your sign-up process.) If you don’t already ask this, consider adding options for daily, weekly, bi-weekly or monthly emails.
If your emails mostly push sales rather than offering industry or product information, your subscribers are likely to prefer monthly emails to daily emails. In a recent Marketing Sherpa survey subscribers indicated that they’re more likely to unsubscribe from sales emails rather than emails that offer useful content.
While it is unavoidable to have people unsubscribe, taking heed of these factors can help you keep your subscribers happy – and reading.