Are you wondering why people unsubscribe to a newsletter or email list? Let’s ask the question from a different perspective — why would you subscribe to an email list or newsletter? Would you want to receive a magazine subscription where the content of the magazine never changes or pretty much repeats itself each month? Well that is what you are doing when you don’t plan your content and continue to broadcast your agenda without asking the audience what they are interested in, and then tracking your reader’s actions after it is delivered.
When asked why email subscribers unsubscribe, the answer is predictable, 1. Not interested in the content, 2. Do not recognize the sender, 3. Don’t have time to read the message. However when you look at it objectively you will find that they are all telling you something about your email strategy. You lost their attention somewhere along the line.
1. If they are not interested in your content now but they were once interested enough to subscribe, it may be that they no longer consider your information relevant to them. Are you bringing new content to them each month? Does that information have value to them? Would you pay for it? Would you miss the newsletter if it did not come? Though your online subscription is FREE, it still needs to survive the same test: Is it worth my time? Is there valuable information that I need in this communication?
2. Even if you provide valuable content, the recipient needs to recognize you. In fact the strongest determining factor for a recipient to open your email is whether or not they recognize you within seconds. So it is key that you make sure that your from address is recognizable to your market and that you are not using a corporate handle that they would not associate with you. Just like any author, you are building up a following so don’t confuse them with a complicated name or from line — make it simple and list your commonly known name and the company name or product they will recognize. Also brand your emails so that they see your logo each time you send them a message. it is easier to remember a logo than a name. This will also reinforce your brand in their mindshare and make it easy for them to recall your company when they need your product or service.
3. They don’t have time to read your message. This is also indicating that you have not built up the value of your message to them so they would see the benefit of spending some time with your email. The key here is that even if you don’t have amazing information for them to hear each month, find content that they care about and deliver it with regularity. You may have nothing new to report this month about your product or service, but the industry may have some news you can bring them or relevant community activities can be added to increase interest. And don’t underestimate the use of testimonials which can teach your subscribers different ways that your existing customers are using your products to grow their businesses or improve their lives. This is valuable information you should integrate in your news.
Now look at your past content and who you have been sending it to and ask yourself honestly, if I were them would I look forward to another email and subscribe to this content? If the answer is no, add content to your next email that would get you to subscribe. Also make sure they know quickly and easily that this is the source of the valuable information you provide and they will look forward to catching up with your content on a regular basis.
Liz Harsch is an Award Winning All Star Email Marketer who is also an Authorized Local Expert with Constant Contact. For more information on improving your email results, contact Liz at Tailor-Made Advertising in Torrance, CA at 310-791-6300. You can also email Liz with your questions or a request for a proposal or to have her speak at your next association event. Attend her next FREE Email Marketing and Social Media Workshops by checking her upcoming training schedule.
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