Seven things you can do to stop people unsubscribing from your list

Is your mailing list losing valuable customers every time you send an email? Read seven things you can do to stop people unsubscribing from your list.

Have you given up on email marketing? Wonder why people are unsubscribing from your list every time you contact them?

Email marketing is a powerful way to connect with your customers – to keep your business front of mind, build brand loyalty and even boost your sales.

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But too many businesses at making the same common mistakes with email marketing and putting off (and losing) subscribers every time they contact them.

Seven ways to stop people unsubscribing from your list

If you want to retain your subscribers (and even get better responses from your emails), follow these seven email marketing strategies.

1) Tailor your lists

If your business offers a large variety of products and services, sending out a single email to everyone may not be enough. The same people who are interested in one product or service may have no need for another one. And receiving emails that aren’t targeted at them may put them off.

So create different email lists, and make sure you only send people content that’s relevant to their needs.

2) Let your subscribers choose

Thrifty shoppers may appreciate emails alerting them of your upcoming sales, but not necessarily want to read news about your business. And likewise, people who are interested in your innovations may have no wish to get updates on your offers.

If allow your subscribers to choose the kind of emails they’d like to receive, you’ll get fewer unsubscribes and more engagement. (Again, segmenting people into lists will make it easier to ensure you’re sending the right content to the right people.)

3) Conduct exit surveys

Some unsubscribes are inevitable. And while it may be disappointing if someone chooses not to hear from you again, negative feedback can also be a valuable learning experience.

On your unsubscribe page, include a form that allows unsubscribers to select the reason for their departure. If you see a common theme, you may want to address the issue.

4) Always provide value

Before you send an email, make sure you actually have a reason to send it. It’s better to skip a week if you don’t have anything worthwhile to say than it is to send out an email with no specific purpose.

Your subscribers might find that to be intrusive. They aren’t your friends – they’re seeking a product or service from you. So when you’re drafting a mass email or newsletter, make sure that everyone who is going to receive it will be able to take something valuable away from it.

(Love more tips on keeping readers engaged? Read 12 easy steps to writing a brilliant newsletter.)

5) Go mobile friendly

More than half of all internet traffic today comes from smartphones. And nothing will make a subscriber look for an exit option faster than a distorted email that’s impossible to read.

So if you haven’t yet optimised your emails for mobile viewing, you’re lagging behind. If you want to stop losing frustrated subscribers, make sure your content translates well, however the receiver is going to view it.

6) Never spam your recipients

Your subscribers can go a day or two without hearing from you. In fact, they’d prefer it. If they’re getting a notification every single day that they’re receiving an email from you, they’re bound to get a little annoyed.

One of the main reasons people unsubscribe from lists is that they’re looking to cut down the amount of emails they receive in general. So don’t be one of those people who pushes them towards the edge. One email a week is enough in most cases – or two a week during a major event.

7) Provide something exclusive

What’s the point in sending an email if the recipient could have just as easily accessed the same information on one of your social media profiles?

Nobody is on the hunt for redundant information. Instead, your emails should showcase news or great deals that your subscribers won’t be able to get anywhere else – this is their incentive for staying subscribed to you.

So consider running email-only insights, discounts and promotions to create a sense of exclusivity around your mailing list.

Your email is a powerful marketing tool

Careful planning and thoughtful content can make your email list one of the most powerful tools you have in your arsenal.

So make sure you’re always using it to the fullest of its capabilities, and always listen to the things that your subscribers are saying.

James Pointon is a blogger and Communications Specialist at OpenAgent, always interested in unique ways of engaging a wider audience. Learn more about James on his LinkedIn profile.