Tip of the week 73: How to work unsubscribes to your advantage

Tip of the week 73: How to work unsubscribes to your advantage



Picture this: you lawfully send an email campaign; you come back to measure its performance; you look at the available metrics...and you find that certain subscribers have opted-out (unsubscribed). 
 
Does unsubscribes psychologically affect you (ever so slightly)? If yes, you're definitely not alone. 
 
However, is it a major problem? Not really! 
 
Email opt-outs doesn't (majorly) affect your bottom line. If anything, it helps you create relevant content for a relatively healthy mailing list. We believe this so much that we pieced an article on why an email-opt out isn't always bad for your brand. 

Now let's first briefly discuss the upsides before moving on to the tip that helps you work unsubscribes to your advantage. 


Upsides of unsubscribes:

1. Improves your deliverability long-term 

If a contact hasn't engaged with your emails at all for a long time (probably because of lack of interest), your next email to them can be rendered counterproductive. This is because the mailbox providers like Gmail, Yahoo, and more treat inactivity as a bit of a negative signal and start scrutinizing your emails more over time. (They use a lot of spam filters to decide the placement of your emails in the mailbox of your recipients.)

Therefore, you're better off seeing the uninterested contacts unsubscribe rather than having them in your list and affecting your email-sending reputation by sending further emails.

2. Fast-tracks the ideal content strategy 

Let's face it, it's practically impossible to devise the ideal content strategy from the word go. Only when you send more and more email campaigns, you inch closer towards the ideal, long-term content strategy for your business. However, this process can be fast-tracked by having a responsive target audience...which is why unsubscribes shouldn't be a major concern. 

Tip: Feedback page for unsubscribes

The moment your subscribers hit the unsubscribe link, you can ask their feedback as to what made them take the decision. The feedback you get is worth its weight in gold when it comes to sharpening your content strategy (or even fixing your email-sending policy/frequency).

 

To make things easier, you can design a checkbox-enabled poll like this:


Configuring feedback page for unsubscribes
      
As for Zoho Campaigns, you can enable Unsubscription Feedback by following the steps mentioned in this help guide

Tip summary

Hope you found this helpful! 

Regards, 
Aravindhan S


    Zoho Marketing Automation
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