Creating a brand content that is catchy, relevant, engaging and sustainable enough to keep readers glued to your email, website, or newsletter subscription is no easy task. This explains why the rate of consumers unsubscribing from various platforms keeps increasing. Anything above 0.5% unsubscribes from the target audience, is a failure. One may read all the books about love, attend all the seminars and conferences about relationships, but there is nothing that teaches you more about love, relationship, and marriage other than hands-on experience. Here in this article, I will show you from experience, 4 simple but effective ways to keep your customers from unsubscribing. Want to find out? Read on.
- MAKE SURE YOUR CONTENT IS RELEVANT AND OF INTEREST TO THE TARGET AUDIENCE
Contents must be relevant, timely, personalized and useful (see here). What did the customer sign up for? What message are you sending out? Does the notice of the post come at the wrong time? (See discussion on time to post). Is the content personalized or generalized? Stats reveal that people often neglect messages that are general in nature as they have a lot of information to read daily (See here). And finally, the content must be useful to the target audience. For instance, if one’s audience is interested in trending technologies, it would be derailing to write about a love story with no connection to technology. It goes without saying that one must know what the audience wants.
2. DON’T SEND TOO MANY EMAILS
According to a recent study, GetApp’s independent research program, GetData, surveyed over 500 internet users to learn the most common reasons people unsubscribe from email newsletters. The research findings showed that “receiving too many emails” was by far the number one reason people decide to unsubscribe from an email newsletter. As a matter of fact, “Almost 50% of email newsletter unsubscribed”. Well, you have worked so hard to get these customers, don’t lose them in a twinkle of an eye. Based on this finding, it is advisable to send newsletters at least once a week. This way, you can maintain good communication with your customers without alienating them.
3. DON’T SEND EMAILS THAT LOOK LIKE SPAM
Spam email is an instant red flag to old, new, and potential customers. It can cause more harm than good when used in any form. As a brand, how do you know if your email newsletter looks like a spam email to your customers out there? There are 5 ways to find out.
- Using a Public Domain like ‘@gmail.com.’
No legitimate brand will send emails from an address that ends with ‘@gmail.com’. Most brands, except for some small operations, will have their email domain and company accounts. For example, a legitimate email from De Critic will read ‘@decritic.com’ – i.e. firstname.lastname@example.org
- The Email is Poorly Written
Brands hire professionals and as such understand what it means to have a good public image. You can often tell if an email is a spam or scam when it contains too many poor spelling and grammar. There’s a difference between a typo made by a legitimate sender and a scam. Read, proofread and be certain before sending.
- The Email Includes Suspicious Attachments or Links
Sending an email to your clients with attached files or links that are in any way corrupted or infected appears to be a massive red flag. The reason people send spam emails is to capture sensitive information, such as login credentials, credit card details, phone numbers, and account numbers. As a brand, you have to be careful not to send wrong signals to your clients or stand the chance of losing them.
- The Message Creates a Sense of Urgency or Spam-marked words
This is not the same as sending a marketing email to clients with a call to action. AI used by most email filters marks certain phrases or words as spam. You want to avoid them. Some include “buy now!!!” “Click this link now!!!” “Fill in your card details now!!!” et al. The general idea is not to sound too urgent or be seen to provide an offer that cannot be refused. These are desperate measures used by desperate marketers and desperate anti-spam AI are always there to stop the desperation.
4. DON’T SEND NEWSLETTERS WITHOUT CLIENTS’ CONSENT
Ella Scharlett receives a legitimate email newsletter from a brand in her email inbox. She opens it and realizes “I never signed up for this” then immediately unsubscribes. It happens pretty often and could be the root cause of your email unsubscribes. What is the solution? Seek consent before you send out a message or apologize while sending the first message and give an option to unsubscribe. This is not just a best practice, but it makes your brand original and legit to your clients. Do well to explain when the frequency of when they can expect your message i.e. just once weekly.
The goal of every brand is to attract new and potential clients while maintaining old and existing ones. Sometimes, it could take months to win a customer. But when you do, you have to keep the customer(s) from unsubscribing to your email, website, or blog newsletters. One way to achieve that is to follow the 4 simple steps shared above. What do you think? Was this article helpful in any way? I will love to reply to your feedback in the comment box below.
De Critic is a leading expert copywriting and PR agency. We help brands create spellbinding contents for emails, blogs, books, websites, business proposals, technical writing, ads, etc. You can also advertise on our blog. email@example.com