ClickMail – “It’s not you, it’s me” Reasons Behind an Unsubscribe
5 Reasons Behind the Unsubscribe
Just as it’s hard not to take personally the sit-down conversation over a glass of wine that often begins with: “we need to talk” and ends with: “it’s not you, it’s me,” seeing a former subscriber go strikes a very familiar emotion-cocktail of confused/hurt/angry/dumbstruck feelings. But as with breakups, each goodbye offers an opportunity to learn from the experience and make improvements.
These are the most common reasons your subscribers may choose to opt-out of your email marketing campaign (and how you can learn from them to either win your subscribers back, and/or move on to new and other subscriber-fish in the sea)!
1. An out-of-control inbox. When subscribers feel overwhelmed by their overloaded inbox, they may enact a slash-and-burn approach to cleaning out their email. Much like the spring clean that leaves closets nearly bare and drawers unstuffed, these users may unsubscribe “en masse.”
The solution? Win them back. Many times these subscribers choose to enact a “start fresh” approach, re-subscribing to those newsletters and email marketing campaigns they miss. This is a perfect opportunity for cross-channel marketing. If you’ve lost an email subscriber, chances are they are still a direct mail customer, Facebook fan and/or Twitter follower. Now is the time to tap into the power of your social channel marketing efforts to bring them back into the welcome arms of your email list by cross-promoting specials, coupons, information, or other promotions only available via email.
2. Your relationship has changed. Consumers cut their spending; customers cancel services; move into new industries or new locations. Simply put, your email marketing messages might no longer address their needs. Just like #1, this reason is pure and simple: “it’s not you, it’s me.”
The solution? Just like that amicable breakup, there’s not too much you can do about this goodbye. And that’s okay. There are more fish in the sea, and they’ll find you!
3. Your emails don’t render on their email platform or device. If you offer RSS, for instance, don’t be surprised if recipients unsubscribe from your email marketing campaigns. Or, if you offer HTML-only emails that don’t read properly on their email platform or mobile device, your user may become frustrated with unreadable messages and say “adieu!”
The solution? Okay, it may not technically be you; maybe it’s tech. But that doesn’t mean you shouldn’t shrug your shoulders and give up on these subscribers. Adhering to email marketing best practices means that it’s up to you to change with the times and stay up-to-date on technology trends and options. For example, are your emails “mobilized,” or otherwise optimized for viewing on a mobile platform? They should be. For more on why (and how), check our recent blog post on the topic.
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