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Reduce your Unsubscribe Levels

helen • Feb 23, 2021

Don't leave us this way!

It is inevitable that when you are sending out marketing communications via e-marketing tools (i.e. Mailchimp / Hubspot) that you will receive the occasional unsubscribe.

The reason that recipient decided to remove themselves from your mailing list is varied:

  • Their inbox is full and overwhelming, and they want to reduce the number of messages they receive. Your emails may just be too distracting for them!
  • They are no longer interested in receiving this medium of communication, even if they signed up for it in the first place. Personally, I now prefer to follow some retailers Instagram or Twitter rather than be on their mailing list.
  • The content is now not relevant to them. Some purchases are one-offs, or they may be on your list because they bought the item or service for someone else as a gift and they are not your direct target market.
  • They forgot they signed up. This could be for the reasons outlined above or genuinely they just did not remember!
  • They feel they are receiving too many emails from you. When we have so many interesting pieces of news or wonderful products and services you may be tempted to send frequent messages!
Some key points to remember:

  • Do not to take a loss from your mailing list personally, it does not mean they will never buy from you again just that they do not want an email from you.  
  • You want to avoid being considered spam.
  • It is important to update your records when someone has unsubscribed, not only can it be damaging to your business or your brand if you continue to send marketing messages, but you can also be in breach of GDPR guidelines. Check the ICO website for current guidance.
There are some tactics you can employ to help reduce the number of unsubscribes:

  1. Target - filter your database so you can tailor your message to the right target audience.
  2. Ask - what do they want to receive from you? At the point of sign up, give them the options of the type of information they want, and the frequency of when they get them. You could also check in with your mailing list on an annual basis you could ask recipients if they are still happy to receive information, what and when.
  3. Less is more - unless you have something relevant to say or they have said they want emails on a more regular basis then keep it quarterly / bi-monthly / monthly / bi-weekly / weekly and stick to the routine. People will start to recognise the pattern.
  4. Suspend messages - if your messages are promoting seasonal or special events and you are upping the ante on the number of emails, then check if they are interested or want to duck out of this? Examples seen of this practice has preceded Mothers / Fathers / Valentine’s Day when receiving these messages could upset or turn people off from your brand.
  5. Review - keep an eye on the analytics for each mailer you send out, look at the activity of opens, click throughs, bounce-backs, and unsubscribes. Check how this compares with previous emails, the time / day of the week could have made a difference on its performance. Use the information to help you with the next mailer you send out.
For help and support with your e-marketing activities, contact Helen Stott at Marketing Doris on 0790 3727750 or email helen@marketingdoris.co.uk

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