It’s a fact of life that people will unsubscribe from your email marketing list. And they’ll do it for a whole range of reasons. Studies have shown that 59% of people unsubscribe from email lists because they receive too many emails. Another reason may be because they find the content repetitive or boring.
Regardless of the reason, how you manage the unsubscribe process can significantly impact your business. Why not turn this potentially negative experience into a positive one? With a little creativity, you might even be able to convince your subscribers to stay.
Why do people unsubscribe?
- Repetitive content: If your email content becomes too predictable or repetitive, your subscribers may begin to lose interest and unsubscribe.
- Too many emails: Your subscribers may feel overwhelmed if they receive too many emails from your business. Excessive emails, especially at odd hours, may frustrate your subscribers and lead to an unsubscribe email.
- Subscriber disengagement: Your content may no longer resonate with a subscriber’s evolving interests, needs, or preferences, leading them to unsubscribe from your email list as their preferences change over time.
- Privacy concerns: Some subscribers may be concerned about their data privacy and opt out of your email marketing list as an additional precaution.
Why email unsubscribes are good for business:
1) Learn about your audience
Subscribers opting out of your email list may feel like a setback. However, it is important to recognise that email unsubscribes can present a valuable opportunity to gain deep insights into your audience.
Understanding why subscribers leave your email list can help you identify their preferences, pain points and identify the types of content that resonate with your readers. This can be an extremely valuable way to refine your email marketing strategy.
You may consider integrating a form which asks subscribers why they do not wish to receive your content. For example, if many mention receiving too many emails, adjust your sending frequency.
If content relevance is an issue, refine your content and segmentation. If some never signed up, review list hygiene practices. Acting on this feedback can reduce unsubscribes and improve engagement.
2) Clean your email list
When subscribers decide to leave your list, they’re essentially performing a free list cleaning service for you.
By removing themselves, they helping you cleanse your list of inactive or disengaged contacts. This process not only improves the overall quality of your email list but also ensures that you’re targeting a more responsive and interested audience.
Unsubscribers pave the way for your business to concentrate on tailoring content to meet the needs and preferences of those who remain engaged, ultimately enhancing the effectiveness of your email marketing efforts.
Clever ways to handle email unsubscribes:
1) Make it easy to unsubscribe
One of the most important best practices for email marketing strategies is ensuring unsubscribe links are clearly placed within your emails. This straightforward approach helps adhere to regulatory requirements and demonstrates your business’ commitment to transparency.
Here are some practical tips to ensure a seamless unsubscribe experience:
- Footer placement: Keep the unsubscribe link in the footer of your emails. This is the standard location where subscribers often look for it.
- Readability: Ensure that the unsubscribe link is easily readable by paying attention to font size and text colour. It should stand out, making it effortless to locate.
- Minimise hurdles: Don’t make subscribers log in or go through a complex process to unsubscribe. Make it a simple one or two-click process.
By making the email unsubscribe process straightforward and hassle-free, you can show your audience that you value their autonomy and respect their choices.
2) Offer to stay connected on socials
Not all departures need to be a final goodbye. While some subscribers may choose to unsubscribe from your email list, they may still be interested in your brand. This is where providing them the option to stay connected through social media can be transformative.
This can allow you to maintain a personal connection with your audience. Social media can provide a dynamic and interactive platform to engage with users, share updates, and build a community.
Subscribers who may prefer a different communication channel can still receive your content through social media platforms. This allows your business to accommodate user preferences while keeping them in your brand ecosystem.
3) Send an unsubscribe email
Sending your audience an unsubscribe confirmation email can help demonstrate your brand’s commitment to customer-centric practices and transparency. This can leave a positive impression on your audience, even if they have chosen to opt out of your email list.
This is also an opportunity to remind them of other ways to connect with your brand, such as through social media, your website, or other communication channels. Your business can leverage an unsubscribe email to reinforce that you are always ready to welcome them back.
4) Provide a preference centre
A preference centre can allow subscribers to select the types of content they want to receive and the frequency of emails. This can help ensure that readers stay engaged without feeling overwhelmed or disinterested.
For example you can give your subscribers the option to opt in to either product news or special news and offers. They can also choose how often they want to receive updates, whether it’s weekly, monthly, or during special promotions. This level of personalisation provides subscribers with a greater sense of control and can help foster loyalty.
5) Send an exit survey
Sending an exit survey to unsubscribers can be a strategic move to collect feedback. By understanding why readers are leaving, you can better understand their needs and preferences. This feedback can empower crucial improvements in your email content strategy.
Exit surveys can also showcase your commitment to continuous improvement and content improvement. They can show your audience that you value their opinion and are willing to adapt to meet their expectations.
This proactive approach can foster goodwill and encourage subscribers to reconsider their decisions.
6) Provide an update profile form
Adaptability is crucial as the email marketing landscape continues to become more dynamic. Recognising that your subscribers’ interests and preferences may change over time is a strategic decision that can improve engagement.
Allowing users to update their profile information can empower your audience to fine-tune their email preferences without needing to opt out of email communication entirely.
This tool can help retain subscribers who are still interested in your brand but may want to have greater control over the type and frequency of content they receive.
7) Offer something they can’t resist
Keeping your subscribers engaged and intrigued is crucial if you’re looking to avoid email unsubscribes.
Providing your audience with offerings they can’t refuse can encourage them to reconsider their decision to unsubscribe. This could include limited-time discounts, access to exclusive resources, or additional information and insights. These offers will showcase your commitment to delivering value and willingness to go the extra mile.
These offerings can prompt subscribers to reconsider their decision to unsubscribe by helping them realise that they may miss out on something special.
8) Leave a good last impression
Users unsubscribing from emails doesn’t have to be a bittersweet experience. It can be a powerful opportunity to leave a long-lasting and positive impression.
Creating a considerate and courteous unsubscribe email can help acknowledge the subscriber’s decision while showcasing your appreciation for their past engagement. This stage can also help demonstrate your respect for their autonomy and choice.
Leaving a good last impression can potentially lead to unsubscribed readers’ return.
9) Remove inactive subscribers from your list
List maintenance is a crucial aspect of email marketing that is often overlooked. Identifying and removing inactive subscribers can help ensure your remaining audience is genuinely interested in your content.
Furthermore, this process can help positively affect email deliverability by improving engagement rates.
Unsubscribe Message Examples and Why They’re Good:
1) Preference Centre
Bonobos has adopted a unique and engaging approach by offering customers a 30-day break, accompanied by a touch of humour: “It’s not you, it’s me. I need a 30-day break.”
This clever twist showcases the brand’s creativity and relatability, making it a standout example of using humour in marketing.
2) Stay connected with socials
If customers are unsubscribing due to email overload, consider providing alternative ways for them to stay connected with your business.
A smart approach is to use your unsubscribe page to showcase your business’s social media profiles, just as OFFICE News does below. This respects their preferences and keeps the door open for ongoing engagement and interaction with your brand.
3) Humour and personalisation
JetBlue adds humour and personalisation to its unsubscribe options. They use phrases like “Let’s stay together” for those who want more emails, “It’s complicated” for preference changes, and “We’re on a break” for those who wish to stop emails.
This approach adds a fun and memorable touch to the unsubscribe process while respecting customer choices.
4) Exit survey
“Think With Google” values user feedback. When users unsubscribe, they offer an exit survey to understand why. This helps improve their content and strategies while respecting user choices.
5) Offering a resource
In this example, they sweeten the deal for unsubscribers by extending an enticing offer. If users choose to remain on the list, they entice them with the promise of access to an exclusive article or resource.
This approach respects user decisions and provides an added incentive for them to stay engaged.
6) Unsubscribe email
In the ‘Unsubscribe Email’ approach, the brand takes action by informing users of their automatic unsubscribe due to recent inactivity with newsletters. This respects user preferences, ensuring they receive only relevant content and streamlines the email list for engaged subscribers.
Final Takeaway
Vision6 offers valuable solutions for businesses trying to manage their email strategies effectively. With our robust tools and strategies, your business can navigate the intricate landscape of sending an unsubscribe email and maintaining positive customer relations.
Book a free demo today to unlock the full potential of your email campaigns with Vision6’s expertise and resources.
