Let’s be honest.
After hours of writing guest posts and spending thousands on advertising, seeing your email subscribers clicking “unsubscribe” button hurts big time.
But it doesn’t stop at making you feel miserable. High unsubscribe rate is harsh on your wallet as well.
According to InsightSquared, acquiring a new customer costs 5-25 times of retaining an existing one. That means, for each unsubscribes, your cost per lead goes up.
Long story short, content marketers lose good night sleep thanks to thinning email list.
Want to know how to stop this downhill momentum? Let’s dive in.
Unsubscribe rate: When to worry
Like it or not, unsubscribe is a natural part of your email marketing. Irrespective of the quality of content and marketing strategy, a section of your existing list will always leave. However, you should pay attention when that opt out rate is exceeding average unsubscribe rate of your industry.
But, what is the average unsubscribe rate. ?
According to Signupto , in 2016 average unsubscribe rate is 0.52% . In Some industries like recruitment/HR and Legal, unsubscribe rate is higher ( which is self-explanatory) and industries like Govt agencies and Nonprofits stay on the lower end of the spectrum.
If you are losing significantly more contacts than your industry average, it is time to reassess your strategies. Please note, a high opt-out rate is not always a bad thing. In some cases, unsubscribe rate inflates as uninterested contacts move out which is a good thing.
However, if your potential buyers are turning their back to you , then following steps will assist to fix things.
5 ways to stop your subscribers from abandoning
Segmenting the readers into multiple groups is an effective solution of this problem. Split them based on their interests and provide information and services they want. And happy customers often engage much more and risk of unsubscribing goes down.Doggyloot, a e-commerce site for dog owners did email segmentation very effectively. By separating their customers into several groups, they pushed their open rate to 28.1% and click through rate to an astounding 750%.
Brands like Kognan.com do it right by offering complete flexibility to the subscribers.
Same goes for your emails too. If your subscribers often get slapped with emails riddled with obvious grammatical errors, they would not remain subscribers for long.
Grammatical error indicates sheer lack of attention to details and it harms the credibility.
Of course, subscribers aren’t english teachers and they won’t mind if you miss an Oxford comma (and copywriting requires breaking one or two rules sometimes). However, there is no excuse of writing “stare” in place of “stair”.
Hire a proofreader and get your email checked for any grammatical and spelling mistake.
Using provocative copy: These subjects often looks like “ Do you hate me?” , “ Open it” etc. Because of their strong nature, these subject lines also get opened more. And right after opening , reader just click “unsubscribe”.
Moral of the story, provocation should be avoided in both real life and email marketing.
Using words that trigger spam filter: Words like “Free”, “Discount”, “now” can trigger spam filter. Even a very persuasive email can end up in spam folder.What is a point of a great email if your readers miss it completely?
Using fake reply indicators: Using “re:” or “fwd” , unless you are replying in real, creates mistrusts. And once trust is broken it’s hard to regain.
An effective, honest subject line is not about throwing copywriting principles out of the window. It’s about communicating with clarity and let your brand do the rest of the work.
Conclusion: Losing subscribers is a part of email marketing. However, if unsubscribe rate really bothers you , offer your readers flexibility and give them the information they seek. Grammar and written persuasion also play major roles so pay attention to details.