Why Readers Unsubscribe from Email Lists
Everyone hates it when they get "unsubscribes" from their email list. And when all you see is the word "unsubscribe" your immediate reaction is probably to ask yourself "what am I doing wrong"? Maybe nothing! Or maybe something you could be doing better.
The First Consideration:
Ask yourself if you’re giving your readers useful, valuable, interesting or important content. If you are, they’ll hesitate to unsubscribe – even during periods when you are emailing frequently about products and promotions.
If you’re not giving them useful information, it’s easy for even your biggest fans to ditch your emails.
A Second Consideration:
There is almost always a direct correlation between your email frequency and sales. The more you send, the more you sell. Unfortunately, frequent emails may also lead some customers to unsubscribe.
You should be willing to lose some casual readers – the ones who probably aren’t that likely to buy that much from you anyway – in order to really engage and activate the amazing customers on your list who are ready to buy.
So remember this the next time you ramp up your email frequency and start getting those "unsubs". Take a deep breath and remind yourself that you’re giving your readers great content on a regular basis. Those unsubscribes simply mean happier customers overall that you’re reaching. And these are the ones most likely to buy.
Addendum:
I’ve always thought there should be another entry line for "reason" when an "unsubscribe" is submitted. You don’t want a "book" written, but how about a 25 character line where the customer could enter something like "duplicate email", "no time to read" and I suppose the occasional "stop bothering me" entry.
Knowing why you’re receiving unsubscribes may help you improve your emails or it may give you an opportunity to interact to a) apologize, b) find out what you could do better, or c) simply say thank you for…..your input, feedback, past business etc.
Talk to you soon. ~Norma