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  • Spandan Purohit

This is why your customers are unsubscribing from your email list. [And how to deal with it]

People will unsubscribe from your email list. Although it is tragic, it will occur regardless of how effective your email marketing is, and you won't be able to keep all of your subscribers.

According to studies, the typical unsubscribe rate per email sent ranges from 0.19 % to 0.52 %. That means that if you have a list of 2,000 people, you will lose an average of 4 to 10 subscribers with each email you send. So, if you send ten emails a month, you would lose at least 40 subscribers and possibly up to 100. That's sad.

Here are four major reasons your customers are unsubscribing from your email list and the strategies to win that situation.

 

1. You send out far too many emails


You can't do much about subscribers who unsubscribe because they think they receive excessive emails.

Every study on why consumers unsubscribe pointed to too many emails as the main reason; therefore, if you're witnessing high unsubscribe rates, cutting back on your frequency should be your first line of defense. Take a look at whether your unsubscribe rates decrease after that.

The second step could be to give them the option to opt down. Allowing your clients to opt down allows them to remain on your mailing list while receiving fewer communications from you. You will market to them less aggressively, but you can still reach them. A study by BlueHornet concluded that 41% of respondents would choose to opt down than opt-out. Therefore, you may keep four out of every ten customers you would otherwise lose by giving them the option to opt down.

 

2. You send irrelevant emails


According to studies, After "too many emails," the second reason for unsubscribing is irrelevant content.

Personalization and segmentation are two essential email marketing strategies that will help you avoid sending irrelevant emails.

Adding a subscriber's name to the subject line is only one aspect of personalization. it involves sending subscribers emails that are customized to their preferences, interests, and past purchases. Personalization might be challenging for a store that has a limited email marketing budget or a limited ability to do granular-level individual targeting. Sending such highly customized emails when a little bit broader ones would suffice might also occasionally seem unnecessary. segmentation enters the picture here.

To ensure that the emails they receive are more relevantly targeted, you can divide your audience in a variety of ways using segmentation. For example, Ensure that emails promoting women's apparel are sent to female clients, and those promoting men's clothing are sent to male recipients.

 

3. Your emails are dull


You want your subscribers to look forward to receiving emails from you because they know they'll be fun, educational, entertaining, valuable, or helpful to their lives—or a combination of some or all of those. The recipient will unsubscribe though when your emails are none of those.

Emails that are geared toward the interests of the business rather than the needs of the client are another factor why people unsubscribe. You run an eCommerce company, therefore it goes without saying that you send emails to encourage customers to buy from you. However, the objective should be to attract clients to your shop since the goods you offer can meet a real need in their lives.

"Having a good purpose to send each email is the most important step in ensuring that your communications"- stay clear of that trap.

Promoting a new sale is undoubtedly a factor. A good justification is announcing new features or improvements to a product. Your daily or weekly newsletter, which features original content, is a good example

 

4. They look awful on mobile


Now more than ever, having a mobile-friendly design is essential. It's time to reformat your emails if they aren't optimized for mobile devices. The majority of email marketing companies have themes that are entirely responsive and mobile-friendly, which is wonderful news.

 

Takeaways:

There are a few common reasons for unsubscription as well as solutions for each.

1. You send out far too many emails (or in general).

Fix this by experimenting with various email frequency settings and giving subscribers the option to receive fewer emails.


2. Unnecessary emails

Fix this by segmenting your subscriber list and putting more emphasis on personalization to make sure your emails are suitable for each subscriber's requirements.


3. Bad information

Make sure every email you send has a goal, and that it focuses on the needs of the recipients rather than just your own.


4. Poor design

Use mobile-friendly layouts whenever possible, and if necessary, simplify your design to the bare essentials.


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