Tip of the week 30 - Reduce unsubscribe rate: 5 proven practices

Tip of the week 30 - Reduce unsubscribe rate: 5 proven practices

If a rise in the number of subscribers is something that gives pleasure to you as an email marketer, then a decline will obviously affect your marketing strategies. Unsubscribes are one of the major factors that show a weakness in engaging with your subscribers. So, here're a few tips to diminish unsubscribe rates and keep your list intact. 


1) Always use double opt-in

The first thing that any marketer evaluates when it comes to subscribe rates is the method used for opt-in. It's better to use the double opt-in method [Hint: signup forms]. This method helps you differentiate between people who are interested in your emails and the rest. People who are interested will verify and share their details and, in-turn would expect emails with quality content. 


2) Subscriber preferences

Your email marketing strategy should allow subscribers to choose topics according to their preferences. This will help you to make sure they receive relevant content of their interest. Also, optimize your email frequency (normally 3-4 emails per month) and follow the similar pattern for all your email campaigns. 


3) Opinion counts

When your subscribers decide to leave your brand's notification, try and ask their feedback. For instance, 'Is there anything that we could do to change your decision?' could be a pop up question in the unsubscribe link of your email campaigns. This would help you improve your services based on the answers you receive. And, don't expect everyone to respond to your questions. But the few insights you receive from the few people who respond will provide you greater insights to move on. 


4) Never underestimate user devices

According to The Email Client Experience report, 55% of emails are opened in mobile phones. People shouldn't feel their needs aren't met when it comes to receiving emails and opening it on phones. This is made possible by providing them mobile responsive templates. Also, you can test your email campaigns before sending it out with the help of a litmus test - helps you see how well your content appears in various devices.


5) Valuable and Unique Content

If they notice that your emails are helping them in one way or the other, you are on the safe side. For that, you will have to send them quality content attaching or linking to any of your informative blogs, tips, etc. If you are providing the same content that others offer, why should they choose you over them? So, try to create valuable and unique content. 

Let us know how these worked out for you and share with us the methods you follow to reduce unsubscribe rates.

Read more: We've got tips on  reducing spam rates and  improving open rates too.

Annet Mathews

    Zoho Marketing Automation
      Zoho Mail - CRM Integration
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