No matter how much of an email marketing expert you are, the reality is that as you send email campaigns, you’ll encounter unsubscribers. This is normal — especially at the start, when your campaign is still finding its footing. To decrease churn on your email list, you need to ask yourself why there are unsubscribers and consider how to improve your strategy.
We already discussed the importance of regularly cleaning your email list and personalising your emails. In this article, you’ll find more helpful tips on how to handle unsubscribers.
⚡️Metrics are your friend #
So, you’ve got unsubscribers. But how many are there, and is their number detrimental to your campaign?
There’s only one way to find out:
Measure your ‘List churn’ — a.k.a. the rate at which subscribers leave your email list.
‘List churn’ is a broad term that encompasses unsubscribers and inactive subscribers, and it’ll help determine your campaign’s performance.
Alongside this metric, don’t forget your KPIs, which track your email campaign engagement.
⚡️Double opt-ins #
To reduce your unsubscribe rate, ask your subscribers to confirm their email addresses upon signing up. This will confirm their interest and enhance your list quality, as this strategy ensures your subscribers are engaged from the start.
Once their interests are verified, you can also send them a welcome email. This will help build a positive relationship and set the scene for long-term engagement.
⚡️Unsubscribe preferences #
Don’t drive your subscribers to opt out of all your communication. Instead, give them the option to choose what kind of emails they’d like to receive and how often. For example, you could give subscribers the choice to opt out of promotional emails while still receiving informational ones.
⚡️Unsubscribing, made easy #
Knowing when to let go is essential.
If users wish to leave your email list, allow them to do so in less than two clicks (this is usually done through a link in the email). This will respect the users’ preferences and assure them that your emails aren’t meant to be intrusive.
It’s also best to have users unsubscribe rather than remain subscribed but inactive, as low engagement rates can hurt your sender’s reputation.
⚡️Re-engagement campaigns #
However, if you’ve got idle subscribers who you want to make a comeback rather than say goodbye to, you can start a re-engagement campaign.
Periodically send your inactive subscribers emails that might spark interest, whether it’s offering exclusive discounts or limited-time deals.
⚡️Ask for feedback #
It’s a good idea to email your subscribers occasionally to ask for feedback on your campaign. This will keep them engaged, show them that you value their opinion and user experience, and help you pinpoint areas for campaign refinement.
When someone unsubscribes from your list, consider sending them a short survey to learn the reason behind their decision. This will also help you improve your campaign in the future.
At Zap, we want our partners to thrive and achieve their goals. Are you eager to enhance your email marketing strategy? Contact us.
