Anyone endeavoring to build a robust email list knows how disheartening it can be when notifications of unsubscribes hit their inbox. The fact of the matter is, unsubscribes are simply a fact of business life. They can be a natural “weeding out” of people who are not your ideal prospect, or a strong sign that something you are doing isn’t working. Though you can’t completely avoid unsubscribes there are some things you can do reduce the number of them and keep your list intact.
Be Clear: Reduce unsubscribes by making it clear from the start what readers are going to be getting when they sign up. Be transparent about what you are offering and always include the “you can unsubscribe at any time” disclaimer.
Make sure you send a thank you email via your autoresponder to remind or confirm what they’ve signed up for. Also include contact information and let them know they can contact you at any time with questions.
Don’t be Pushy: If all of your email contains sell, sell, SELL, your readers will quickly tire of you, ignore your emails, and eventually unsubscribe. Make your communication a mix of tips, value-added information, strategies, facts, and reviews. Build trust and relationships first. The selling will come later.
Make it easy for your readers to unsubscribe. Don’t make subscribers hunt for the “unsubscribe link” or jump through hoops to accomplish the task. Let them unsubscribe, thank them, and move on. Most email marketing systems automatically incorporate an unsubscribe link at the bottom of each email.
Final thought … Don’t take unsubscribes personally. Reader’s likes, interests and needs change as their businesses grow and evolve. Readers may be leaving your list not because you aren’t offering quality content, but because your information no longer fits their needs.
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