It is a little disheartening when all those leads you've nurtured and customers you've reached out to suddenly hit 'unsubscribe'. The unsubscribe button creates a hurdle in your customer success plan. After all, you've put in a lot of work crafting those emails to woo your customers. Unsubscriptions are an inevitable part of an email campaign. But you need to reevaluate your strategy if your business is witnessing high unsubscription rates. So you need to dig into what you might be doing wrong, so you can retain those valuable customers.
Here are some ways you can reduce your unsubscription rates.
Obtain customer feedback
The first way to reduce unsubscriptions is by understanding why your customer isn't interested in receiving your emails. When a subscriber hits unsubscribe you can post a short survey form that allows them to choose their reason for opting out.
Mailchimp allows you to post a customized form for unsubscribers to choose from. They might leave feedback such as 'these emails are not relevant to me' or 'they're too frequent'. This gives you an idea of what kind of emails your customers are looking for and frequently you should send it to them.
Build segmented mail lists
Each customer is different which means mail content that works for one may not work for the other. So you need to classify your customers based on what their likes are. For eg, your clothing store might have customers from both hot and cold regions. You can't send an email promoting warm clothing to people experiencing a blazing hot summer.
Your content needs to add value by addressing the current frustration points of your customer. So you need to create segmented lists that cater to customer interests.
Mailchimp allows you to build organized lists for different kinds of customers. You can download the Mailchimp Integration app from the app store
Let customers select email frequency
There is no rule that defines just how many emails you're allowed to send your customers. So leave the power of how many emails your customer receives, in the hands of your customer. When the customer chooses to subscribe, give him an option that also lets him choose how many emails he receives in a week.
You can allow him to set it as '2 newsletters a month with an additional email if there's a really really great offer'. Or an industry related blog post a week. This way he won't feel like he's being bombarded with irrelevant material crowding his inbox.
Online users appreciate emails that are specific to their interests. You cant afford to send generic emails that target your whole customer base. You need to personalize the experience. You can do this best by allowing your customers to choose what kind of emails they'd like to receive. You can classify your emails into informative blog posts, company updates, promotional offers, or even subject specific emails (eg. your customer can choose to receive emails that only talk about email marketing).
Your subscriber can then choose which kind of emails he'd like to receive. By handing over the power of the email content to your user you'll add value to his business and your campaign as well.
Different kinds of unsubscribing options
A lot of the times, customers unsubscribe because only some of your content is irrelevant to them. They might still be open to receiving another kind of email from you. So instead of creating just a single final unsubscribe button, you can create an option that allows your subscriber to unsubscribe only from certain kind of content.
Let's say your business has emails for seasonal discounts, emails for exclusive vouchers and emails informing them of new products that have just arrived. Your customer might only be interested in emails offering discounts and vouchers. So implement a feature in your webpage that allows the user to unsubscribe from the 'new product emails' but still continue to receive other updates.
Most customers are constantly looking for great discounts your store might be offering. So create attractive emails that draw attention to these offers. Emphasize on the exclusivity of these offers. Create emails that let your customer know the benefits of being a subscriber.
For example, your email could go like this “Hey there since you are such a valuable customer of ours, we have a superb discount voucher JUST FOR YOU!” Use attractive images/graphics to highlight your offer. These attractive emails will keep your customer from unsubscribing.
Reducing your unsubscription rate is all about providing valuable content that your customer looking for.
Irrelevant generic emails get trashed even before they're opened. These tips should prevent that from happening. Try these out and tell us how they work for you.