Oh no! People are unsubscribing from your email list. Surely that’s a negative thing, right?
Wrong.
Contrary to your gut reaction, unsubscribes can actually be a positive learning experience. Not convinced? Read on and we’ll tell you why that’s the case…
1. It reduces risk
Again, while someone hitting the ‘unsubscribe’ button can seem like a negative thing, it can actually be rather handy.
For example, the people who hit unsubscribe do so because they aren’t getting what they want from you – or simply aren’t interested. And in hitting that unsubscribe button they are far less likely to be reporting your unwanted emails as spam (which would invariably damage your deliverability rating).
Let them go!
2. It improves your numbers
Why would you want someone in your email list who has no interest in reading your emails and ultimately buying your products or signing up for your services?
The reality is, as more people unsubscribe to your mailing list, your open and click rates will increase because those who remain are likely interested in what you have to say.
3. It can let you know which emails aren’t hitting the mark
Let’s say for example that new subscribers to your mailing list tend to hit the unsubscribe button after having opened and read the third email in your email marketing funnel.
Is that just a coincidence?
Or could it be that the third email in your sequence is putting people off?
This could give you an opportunity to split-test your email sequence and change your messaging.
4. Consider adding a feedback option
When people unsubscribe from your email list, you can add an optional feedback section. This is becoming more commonplace as it can help you refine your future campaign.
“We’re sorry to see you go. Where did we go wrong?” (or something to that effect).
Sure, most people will skip the feedback, however, a select few might let you know that the information you are offering is completely irrelevant to them – in which case you will learn that you need to work on your targeting and content marketing.
There’s a digital marketing agency that offers SEO services in Sydney who can help you position your website accordingly and attract more qualified leads to your website and thus into your mailing list. Get it right the first time and you’ll have fewer unsubscribes.
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Final thoughts: Make it easy for people to unsubscribe
It is common practice to “bury” the unsubscribe button at the very bottom of an email in small and unclear text. We say go the opposite route and make it easy for people to unsubscribe to your mailing list.
Remember, this isn’t a bad thing! The last thing you want is to have people in your mailing list who have zero interest in your brand and business.
By making it easy to unsubscribe, not only will some people appreciate your transparency (and may even stick around to see what they can learn from you), but it will significantly reduce the chances of people flagging your emails as spam.
And of course, if you are constantly refining your email marketing copy and perfecting your message, not to mention targeting your ideal customers with expert precision, then most people will choose to continue receiving emails from you anyway.
