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Four Things to Consider When Experiencing Email Unsubscribes

Numbers are important in the marketing industry. Influencers are brands with the highest Instagram followers. The more visits a company’s website receives, the more opportunity it has to exhibit its goods and services.

One of the most effective strategies to generate results is to fine-tune your list and make it as relevant as possible, even if this means losing unsubscribers.

This article will go through some of the best practices for making your lists more relevant and delivering the correct information to the right subscribers.

Require a two-step opt-in process
Relevance is the name of the game in email marketing. You want to provide the appropriate clients customised experiences.

The first step is to ensure that individuals who subscribe to your email list truly want to hear from you.

Republic – Email Subscribers – Double Opt In
Source: Really Good Emails

Make it simple for customers to unsubscribe
If you do not make it simple for those who do not want to receive your communications to unsubscribe, they may report your messages as spam or block you. If you do this too often, you may get into difficulty with your email service provider and may have your account suspended. As a result, including an unsubscribe link at the top or bottom of your email messages is the ideal solution.

Charity Water – Email Marketing – Unsubscribe Link
Source: Really Good Emails

Don’t be concerned. It’s a wonderful thing when those who don’t want to receive your communications unsubscribe. It gives you a better list and more opportunities to locate and promote to individuals who are interested in your business.

In fact, it’s not a terrible idea to contact consumers who haven’t replied favorably to your emails in a long time and ask them if they want to unsubscribe, like Animoto does in the email below.

Animoto – Opt Out Email Marketing – Ask to Unsubscribe
Source: Really Good Emails

Allow subscribers to make changes to their preferences
Your consumers are not all the same. As a result, they do not all seek the same information from you.

For example, if you are a non-profit organization, your messaging to contributors will be substantially different from your messages to volunteers. Similarly, a B2B brand would communicate differently to prospective customers, new customers, and long-term customers. B2C companies may provide various items depending on gender, age, location, hobbies, products, and other factors.

Subscribers may still want to hear from you if they aren’t on the correct email list for any reason.

TravelZoo is a great example of a company that allows clients to choose which email lists they wish to receive.

TravelZoo – Email List Preference
Source: Really Good Emails

Make customised email messages that are more valuable
It’s time to think about your real content once you’ve straightened up your lists by ensuring you have valid email addresses and have offered subscribers the ability to pick alternative email lists.

You may customise your email messages to all of your unique subscriber groups by utilizing an email provider.

Make your subject line unique
People like it when you remember their name. According to the study, emails with customized subject lines are 26% more likely to be opened than those without a personal welcome.

Customize the content
You may also customise your content by utilizing the same data. You may, for example, choose a name to appear after a conventional greeting. When a subscriber opens an email address, he or she will see “Hello John!” rather than “Hello Customer!”

Make use of dynamic content
Did you know you may replace content paragraphs depending on subscriber data?

Assume you have a shop that sells both men’s and women’s apparel. You may send a similar message to all subscribers and then swap out new men’s collections for male subscribers and new women’s collections for female subscribers using dynamic content. Using dynamic content through your email provider can assist you in getting the correct messages to the right consumers.

You’re no longer afraid of email unsubscribers, are you? Furthermore, you now have the tools and tactics to fine-tune your email lists and develop content that connects with your subscriber base.