Marketers should really appreciate their unsubscribers, but why? Believe it or not, they are doing a big part of your job for you. Think about it for a minute, most of us already know you should be cleaning your email lists often, or you’ll be affected by many threats such as zombies, spam traps, moles, bots etc. Unsubscribers might not be interested in your product or services anymore, and that’s okay. It’s better for them to opt-out of your emails than have them complain, which could then lead you onto a blacklist.
You may think it looks bad to have people unsubscribe from your list, but it’s not a negative thing at all. Sometimes it’s better to have a smaller list, of a true audience, rather than having a big list full of problem emails. We want to let email marketers know it’s okay to have unsubscribers. Let’s discuss why.
Screamers and Complainers, OH MY
Think about this, would you want an uninterested audience of people who constantly complain or want to report you for your harmless content? Of course not, which is why it is good to keep those unsubscribers, screamers, and complainers off your list. It saves you both time and energy. Unsubscribers can opt-out of your emails at any time if you’ve been clear about the process, which can limit the number of complainers and screamers you might see.
Complainers and screamers are alike in some way. Complainers are the people who simply just make a small comment about your emails, and want to opt-out. Screamers are more intense, they threaten to report you to the ISPs, FTC, or even blacklists, which could then lead to a monitoring on your account, or a permanent shut down. This is something all marketers should want to avoid, so be sure to clean your list regularly, and have a clear opt-out.
Bigger isn’t always better when it comes to email lists. Keeping people on your list who aren’t interested in your products or services, and aren’t even engaged in your content, can hurt your business in many ways.
- If you’re creating content to match a diverse audience it could soon hurt your success rate due to writing to an open range of people, instead of focusing on your target audience.
- Keeping unengaged subscribers messes up your metrics. Plain and simple. If you send out surveys to your subscribers, some may answer, some may not, and others won’t really give you the correct information you are looking for.
So have I led you to cross over to the other side? It is most definitely okay to have a smaller list due to the reasons listed above. Not all subscribers are the same, so having to deal with a smaller list will help you be able to personalize your message and build a stronger list.
Unsubscribers Boost Email Deliverability
Obviously, losing a lot of subscribers at once isn’t good for deliverability. A high rate of unsubscribers may mean spammers, but unsubscribers in moderation are good for deliverability.
An advantage of unsubscribers is that they remove unengaged email contacts from your lists. These are people who unsubscribe because they dislike messages. Removing these from your list will help lower the total number of sends and improves your engagement rates, in the end, will result in better deliverability. So why not toast to the unsubscribers if they’re helping with your deliverability.
List Quality Improves
We as marketers enjoy the job of having to create and maintain an audience, also to explain and write about our products and services, but the end goal is to improve sales. There is no reason to worry about contacts who have no interest in your products. In the end, they help because unsubscribers are considered a long-time inactive subscriber. If they are not engaged in your messages, or they delete or place them into your junk folder, this will cause your engagement rates to decrease. Having an opt-out button is the law, but it also helps with these problems tremendously.
Problems with your Message Content?
Let’s get down to the root of the problem. It could be because your content isn’t engaging enough, you did not personalize it, or you may be sending to your audience too frequently. Whether it be issue one or two, it tells you what you should work on for future campaigns.
For example, when comparing your unsubscribers one may opt-out of your emails at a higher rate than others, which then tells you that what you are offering may not be in their interest. That’s okay, you don’t want people in your list that aren’t for your product. But it is good to understand how to personalize and to get some subscribers to stay.
Use Unsubscribers to Collect Useful Information
If someone wants to opt-out of your emails wouldn’t you want to know why? So what better way to do that than by applying a survey before they hit the unsubscribe button.
In order for it to be successful, keep your survey short and sweet. Unsubscribers want to leave for a certain reason and having them fill out a long survey before they opt-out will only make things worse. Keep it short, because they do not have the patience to fill a survey out.
Ask people why they are leaving, and by doing this you should make the question multiple choice with an “other” option with a text box to fill out why they chose others. This will give your unsubscriber the option to fill it out without wasting any time and a way to give you more specific information if they wanted to provide it.
Lastly, it might be a good thing to note that you should let your subscribers know that they do not have to unsubscribe from everything. For example, they might be interested in your updates, deals, free samples, and discounts but no longer want to see your newsletters or blog post updates. This could be a good option to keep subscribers, or even receive information on what type of content they like to see best.
Remember, two things. Make sure you have a clear opt-out for your customers and always ask your customers why they are departing from your emails. This is a great way to obtain feedback on your rebuilding process. Why did they end up on your list anyway? Were they interested in your content? Or did they sign up on accident? Or are they just no longer interested. Either way, it is good to find out why they chose the opt-out route, so you can prepare a better way to keep your subscribers happy.
Unsubscribers aren’t a bad thing in marketing. Having people, not like your content rather than liking it is good information to have when it comes to your email messaging, and also helps with your metric and deliverability. So don’t be worried when you hear unsubscribers, because in the end, it might actually be a good thing for you and your business.
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