Top Strategies to Reduce Email Unsubscribe Rates: Recipients of your e-mail campaigns may most likely click on the “unsubscribe“ link if they don’t find the content of your mail interesting. The percentage of users who opted out of receiving a sender’s email is what we call the “email unsubscribe rate.”.
A high unsubscribe rate is discouraging for businesses as it decreases brand reach, engagement, and return on investment (ROI). Follow our guide on how to strategically reduce email unsubscribe rates for your next campaign.
What might be the cause of a high unsubscribe rate?
If your brand is experiencing a high email unsubscribe rate in their campaigns, it suggests that there are touch-ups needed to be done. The unsubscribe rate may be a result of sending too many emails or sending email messages that are no longer relevant to your audience. Another major cause of the high unsubscribe rate is sending emails that are not personalized to your users.
What is the formula for email unsubscribe rate?
To calculate the email unsubscribe rate for your brand’s campaign, use the following formula:
Email Unsubscribe Rate = N/M multiplied by 100
Where N is the number of subscribers who have opted out (unsubscribers).
M = number of email messages sent out
Let’s say you sent out 1000 messages and 220 of your recipients were unsubscribed. Then the unsubscribe rate is 220/1000 x 100. Which is 22%.
Top Strategies to Reduce Email Unsubscribe Rates
No. 1 The contents of your email should be useful and relevant.
When your messages are not relevant to the recipients, it begs the action to unsubscribe or spam them. To strategically create content that is useful and relevant to your audience, clearly specify the goal of your email.
You don’t have to beat about the bush; clearly state the goal of an email campaign, then tailor your content towards it. When the message is clear, subscribers are not confused about what is being passed along, and the likelihood of engagement is enhanced.
No. 2: Create fun content tailored to your subscribers or offer discounts for them.
When you create fun content for your subscribers from time to time, it makes them feel special, and they will acknowledge that you value them by staying subscribed.
You should also run discounts for them to keep them engaged with your email; most subscribers opt out when they see they’re not getting any value from what you offer.
No. 3: Avoid buying subscribers online.
When your email list is filled with inorganic subscribers who were purchased online, you will most likely witness a hike in the number of subscribers opting out of your services. This is because they are not aware of your services or brand, and it just comes in as a strange message, so they are faced with the option to either unsubscribe or spam the mailing address.
No. 4 Write compelling subject lines.
The subject line of your email is the first set of words that recipients see when your email is delivered, and that is why you should critically focus on the subject line. When you write a confusing subject line, there is a higher probability that the recipient will either unsubscribe or list it as spam.
Apply these rules:
• Optimal subject line length: Keep it brief; 6–10 words is okay. The most valuable information that captivates attention should be at the beginning of the subject line.
• Try as much as possible to avoid long and unnecessary phrases. Write using strong verbs that command action and what the recipient will gain. Action verbs like “discover,” “unlock,” etc.
No. 5: Content should be short, direct, and descriptive.
Being direct and descriptive with your email leaves your recipient with the impression that you have something to share with them. Your message should clearly communicate the idea of your promotion.
No.6 Segment your email list:
Narrowing down your list into groups that have some similarities in common will help reduce the unsubscription rate. When you segment your list based on the user’s location, gender, area of interest, etc., they will most likely interact with your content. The parameters you will use in grouping your list will depend on the type of industry you are in and the goals for which you are running the campaign.
No. 7 Follow up and ask for subscriber’s feedback.
Your subscribers may have something they want to share with you; it may be positive or negative feedback. One way to follow up with your subscribers is by using an email automation tool. A good automation software to try is that of MAILDRIP. The software offers a free plan (with limited capabilities for automation), and the premium plans are the best for everything automation-related. The software performs email automation and audience segmentation for a successful email campaign.
No. 8: Optimize Your Emails for All Device Types
When the important sections of an email are not displayed fully on a subscriber’s device, he or she will most likely unsubscribe as he views the message as potential spam. Your email may be opened by either mobile or desktop users, and so to reduce unsubscribe rates, you should make sure that the mail is displayed correctly on both mobile and desktop views. Display features like fonts, Call to Action CTA links, and navigation should be visible on all device types.
Strategically Improve Your Email Marketing Engagement Today
Now that you understand the top strategies to reduce email unsubscribe rates, you can begin to optimize the different aspects of your email marketing strategy.
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