6 ways to lower your email unsubscribe rate
Email marketing can help you promote your business, but If your average email unsubscribe rate is much higher than your industry benchmarks, your goal should be to lower it with each campaign. Here are a few ideas to get you started:
Never buy emails
If you purchase email lists, you're likely to have higher unsubscribe rates because users never opted into your campaigns, and they likely don't know who you are. In addition, purchased email lists can damage your domain reputation, affecting your deliverability rate on future campaigns.
Effectively target your audience
Segmenting your email list is one of the best and easiest ways to improve your email marketing because it can help you reach the right people at the right times with the right offers. Segmentation will also lower your unsubscribe rate because you can create targeted content for each audience segment.
Personalization is another way to make your emails appear less spammy, and most consumers expect some level of personalization when companies contact them. Personalized emails will allow you to send targeted emails with the right content to engage more users and prevent them from clicking the unsubscribe link.
You can send email surveys to your customers to get feedback on what types of emails and content they want to receive from you. This will help you understand what your customers expect and shift your email marketing strategy accordingly, preventing unsubscribes and increasing user engagement.
Make emails responsive
Responsive emails will appear correctly on devices of all sizes, including desktops, laptops, and smartphones. By ensuring your content displays correctly, you can improve engagement and ensure emails look how you want them to.
Unfortunately, there is no perfect email sending frequency. However, you can experiment to determine how often your subscribers want to hear from you. If you have a high unsubscribe rate, check your email frequency to determine whether you should increase or decrease it. For example, if you email customers twice a week, you may reduce it to once per week as long as you have relevant information or offers to share.
Other email marketing to track
Your email unsubscribe rate can tell you a lot about your campaigns, but it won't help you understand your email performance and audience unless you track other KPIs with it. Other email marketing stats to track include the following:
- Open rate: Your open rate will tell you how many people open your emails per campaign. You may re-evaluate your subject line to encourage more opens if you have a low open rate.
- Click-through rate (CTR): CTR tells you the percentage of users who have clicked your emails. This number can help you determine whether users are engaging with your emails to determine whether you need to alter the design or offer to encourage more clicks.
- Bounces: The bounce rate of your emails refers to the number of users who open your emails but don't click on clicks or read them. You can remove these users from your future campaigns to reduce the possibility of unsubscribes or send re-engagement emails to keep them interested in your business.
Avoid spamming your email subscribers at all costs
A high email unsubscribe rate can be detrimental to your future email marketing campaigns, forcing your emails to end up in the spam folders of users who want to hear from your business. Therefore, keeping your unsubscribe rate low is crucial to avoid spamming your subscribers. You can lower your rate by personalizing emails, segmenting your audience, and finding new ways to engage subscribers.
Mailchimp makes it easy to understand your unsubscribe rate, manage subscribers, and create engaging, personalized campaigns to increase opens and clicks. Take control of your email marketing strategy today.