The average office worker gets 121 emails per day. How can we keep our contacts from unsubscribing? That is a question many marketers face each day. Below are 5 reasons folks may be unsubscribing from your emails.
- Your email doesn’t display correctly
Many times an email can view correctly in your inbox but may look different in others. In addition, over 50% of emails are opened on a mobile device.
The key is to make sure your email renders correctly for everyone, you can achieve this utilizing tools such as Litmus or Inbox Inspector. These online tools allow you to see what your email will look like across a variety of different platforms and email clients.
If changes are needed, you or your designer can recode accordingly and you can sleep better at night knowing your email looked amazing in everyone’s inbox.
- Your email has too much going on
Make sure your email looks professional. You don’t want to be classified as spam or your recipient’s may unsubscribe. Stay away from image heavy emails that may take time to load. A good rule of thumb for email design is 30% image and 70% text.
If your email looks too funky it may send the message that you don’t care about your brand or your business. If you are not utilizing customized templates you may need to reach out to a graphic designer to make sure your message is visually appealing, clean, and is in the correct formatting.
- You’re constantly trying to sell
Over advertising your product or service can cause people to unsubscribe. There is a general rule of thumb to go by called the “80/20 rule”.
80% of your emails should be educational based pertaining to your industry; this includes whitepapers, webinars and helpful tips. Educating your customers/prospects can make you stand out as a leader and you will gain the trust of those needing your services when the time comes.
The other 20% should be sales or offer related. (Source: cio.com)
- You are sending too many emails
Research findings have discovered the number one reason why people decide to unsubscribe was because they simply receive too many emails. A nice way to save a subscriber would be to give them an email frequency option in their profile.
In addition, autopilothq.com did a study on 327 companies proving that sending email communications every 2-4 weeks generates 2X the leads.
- You aren’t targeting the right Personas
There is nothing worse than being bombarded with information that doesn’t pertain to you. Understanding your customer/prospects needs is an important part of marketing effectively.
A Persona describes who your customers are, what their goals are, and their behavior throughout the buying process. Personas find a human connection in heaps of analytical data.
By taking time to understand your customers/prospects, you can effectively tailor your email messaging to their needs and giving you a competitive edge in the marketplace.