Mailing list hygiene and email sending practices
have a large impact on your unsubscribe rate
. People unsubscribe when they're not interested in receiving your emails, so to reduce this you should focus on:
Contact engagement - Find out whether your contacts are interested in your emails, and what else they're interested in.
Mailing list pruning - Regular list cleanup and maintenance will help you avoid sending emails to uninterested people who may unsubscribe at any time.
Zoho Campaigns provides you with plenty of tools to help combat unsubscribes. Here's a list of what you can do and what to avoid to reduce your unsubscribe rate.
Targeting contacts based on their interests depends on:
- Email content
- List segmentation
- Contact scoring and classification
- Automating contact engagement
- Customizing email scheduling
Email content plays a major role in engaging your contacts, and with good contact engagement, you can reduce your unsubscribe rate.
Send relevant content
A considerable amount of unsubscribes are due to irrelevant content. Dynamic content allows you to send personalized emails which will appeal more to your contacts.
With list segmentation, you can classify your contacts based on their interests and target them with relevant emails they're more likely to read.
To learn the types of list segmentation and how it boosts email deliverability, click here
To learn how to segment your mailing list, click here
People who don't respond (no email opens in the last six months) to your emails can be considered uninterested contacts, and are likely to unsubscribe from your mailing list soon. So send them win-back campaigns (re-engagement emails) to retain some of the interested ones.
With Zoho Campaigns' Contact Scoring, you can set scores for your contacts and classify them based on their responses.
To learn more about Contact Scoring and Classification, click here
Zoho Campaigns' autoresponders and workflows are tools that help you engage better with your recipients. Autoresponders help you send a series of automated messages based on recipient activity.
- You can automate communication, such as welcome messages, birthday wishes, onboard training links, and more. To learn more about autoresponders, click here.
- Workflow automation allows you to categorize contacts based on their behavior and information, then perform various actions. To learn more about workflows, click here.
Customizing email scheduling
To learn how to smartly schedule your campaigns to reach your contacts at the time they're most likely to open it, click here
To learn how to set email limits to avoid bombarding contacts' inboxes, click here
Other platforms of communication
If your contacts opt out because of a flooded inbox, ask them if they'd like to receive your content on platforms other than email, such as SMS, RSS, social media, or blogs.
Mailing list pruning
Segment idle contacts (no opens in the last six months) and send them win-back campaigns. Retain only the interested contacts and remove the others from your mailing list. This helps you target contacts who're actually interested in your emails and boost your business returns. With Manage Consent
, you can observe and retarget inactive contacts.