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How to lower your unsubscribe rate

Last updated by Brandon Hewitt-Hunt on March 15, 2018 13:55

The last thing you want for your email marketing, is to be getting people unsubscribing from your campaigns!

Luckily, there are various tactics which you can incorporate to reduce the risk of unsubscribes considerably, here they are:

1) Don't only email when you want something!

This is a great way to get yourself unsubscribed! If you're only emailing customers when you want something from them, you are doing it wrong. Sometimes the most profitable email campaign is one which just checks up on them to see how they are, this helps build trust and mutual respect in the business relationship. Not only does this make them less likely to unsubscribe, but it makes them more likely to buy in the future.

2) Ensure your emails look good on various devices

There's no point sending out email campaigns which only render correctly on one type of phone! This will just frustrate everyone else and end up with them unsubscribing. Make sure you regularly check the visual performance of your campaigns on not only different phones, but also different devices altogether such as Laptops. If you can make sure emails come across well, then they will perform well.

3) Segment your list effectively

We've all had the unfortunate experience of subscribing to an emailer only to find that they start sending completely irrelevant content.

The best way to ensure you to only send useful content to your subscribers is by splitting your database up into different groups, for example, one about Football tickets and one about Rugby tickets. This will result in targeted marketing that always gets more positive results, rather than just fewer negative ones!

4) Focus on making your opt-in process more interesting

This is very important as it gives customers a reference point as to why they signed up to you in the first place! If the opt-in was a memorable one for the customer rather than just 'off the cuff' then you are less likely to get customers unsubscribing just because of one bad experience such as a slow loading email for example.

5) Make sure you're only sending emails that your contacts are actually interested in.

This should be pretty obvious but if your contacts are receiving interesting and valuable content from you, why would they leave? This relates to the segmentation point but ensure when you do get these groups sorted, that you stick to the plan and only send out info to each group that is of value to them. You can even set up a webform and ask them to choose which topics they'd like to be sent information on.