Are you looking to enter new markets?
Launch a new business, product or service?
Maybe introduce a new revenue stream?
Far North is an all-encompassing Business Development Consultancy. We aim to fulfil your growth potential by reviewing your existing business strategy or developing a new, bespoke business model.
Episode 063 - How to deal with email unsubscribers.
Hello, no guest interview this week so I’m going to have a quick chat around email unsubscribers.
I sent my most recent newsletter out last week and after checking the report I looked at the unsubscribes. Now I don’t get many. The industry standard average is less than 1% but I keep my list very tight and when someone unsubscribes it used be emotional.
But this is something to be celebrated.
Every marketing email you send you must give the person the ability to opt out of (or ‘unsubscribe from’) further emails.
So lets look at the reasons people unsubscribe:-
• People may be cleaning their in box but still following via you tube, your blog or social channels.
• employee turnover
• recipients could have forgotten about you
• recipients could have gotten tired receiving your messages
• might have had a change in direction
SO if you are receiving a high level of unsubscribes you can try a few techniques and validations
• Optimize the frequency of your emails. Send your email communication at least once per month, you need your list to get used to your emails, you don’t want to lose touch with them
• Review your content. When your subscriber left their email address with you they enjoyed your content, it is beneficial and helps them in their job to be done. ask yourself if you have gone off piste with your content of late.
• Have you become too spammy, have you ramped up the sales? Remember your list is looking for value, you are a trusted authority, they like you and enjoy your opinions and news. They appreciate your content They appreciate your offerings. Don’t abuse that.
Now hopefully your readers whilst appreciating your content will understand your are a business and you have something to sell. Yes we have calling and we love to help and assist but this is how we make a living also.
Some readers might not get this and will unsubscribe, they enjoy the free stuff but when you promote your paid services they may spit their dummy.
Your services and products can be relevant but they just want something for free. That’s fair enough, but if they don’t understand you aren’t there providing free consultancy only and get their knickers in a twist when you promote your services… let it go. take Elsas advice from frozen.
Actually don’t let it go, celebrate the unsubscribes.
• It can save you money if you have a big enough list to pay for each email sent.
• It can save you from tidying and purging your list. And what I mean by this is that periodically you may wish to remove subscribers who don’t open your emails. your open and click-through rates also go up … which is always a good thing!
What you are left with is a really quality list of customers and prospects.
You can now provide this target audience with quality emails, if they aren’t your target audience or ideal customer avatar then great, let them self select their backsides off your list.
Actually keep the keep your unsubscribe link visible, make it huge. But seriously do have a link to prevent possible spam complaints.
unsubscribes are better than a spam report.
Try not to wind people up with additional emails once they have subscribes such as :-
“request” for an unsubscribe has been received and will be processed.
Or another email telling them they have been unsubscribed
The only metric that really matters is that your list should be growing over time.
even if its slow going (and actually I prefer that to ensure the targeted audience) but as long as its rising, your’re on the right path.
So the next time you have an unsubscriber, remember it will save you time, money and energy
smile, enter your email platform and erase their ass.
If you enjoyed this episode, why not check out;
- Ep 20 - Hayley Quinn | Female Entrepreneurialism, Vlogging & Office Romances
- Ep 27 - Geoffrey Moore | High Tech Marketing
- Ep 28 - Ted Rubin | Social Marketing Strategist
- Ep 30 - Antonio García Martinez | Inside the Silicon Valley Money Machine
- Ep 34 - Scott Gombar | SEO Uncovered.
- Ep 36 - John Lagoudakis | Results Based Internet Marketing
- Ep 41 - Rachel Parker | Content Marketing
- Ep 44 - Elaine Haney | Amazon Merch Entrepreneur
- Ep 48 - Nick Mann | How To Find Your Passion & Do What You Were Born To Do
- Ep 50 - Brian Fanzo | Disrupting the Digital Future with a Millennial Mindset
- Ep 52 - Connor Gillivan | Growing a college Amazon business into a successful enterprise.
- Ep 53 - Ian Farrar | Influencer Marketing Vs Employee Advocacy
- Ep 55 - Simon Middleton | Build A Brand In 30 Days
- Ep 62 - Irene Manson | Rise of the silver economy billions
- Ep 67 - Suria Sparks | $10M Annual Sales Using Facebook Marketing Strategies
- Ep 68 - Heather Havenwood | Chatbot: Friend Or Foe
- Ep 74 - Andreas Kambanis | Top 10 Mobile App Marketing Strategy
- Ep 78 - AJ Wilcox | Tips for Winning with LinkedIn Advertising
- Ep 82 - Sharon Bolt | Get Free Publicity Today
- Ep 90 - Jamie Hill | Facebook groups for creating sales leads
- Ep 95 - Deepak Shukla | Achieve More Leads & Boss the Rankings
- Ep 97 - Ian Farrar | Company Values & Digital Reputation
- Ep 106 - Ian Farrar | Global Platform, Local Focus
- Ep 116 - Simon Middleton | Brand Is DEAD
- Ep 118 - Jim Mawdsley | CEO of the UK's Leading Music Sector Development agency
- Ep 136 - Sharon Bolt | How to Tell Stories the Media Can't Resist
- Ep 141 - Ian Farrar | How to Get Featured on Podcasts
- Ep 153 - Michael Owen | Clothing Brand Founder | Always Wear Red
- Ep 167 - Geoff Ramm | Every Year, One Big Project
- Ep 169 - Laura Middleton | An eCommerce Business Journey
- Ep 172 - Pascal Fintoni | Visual Storytelling
- Ep 177 - Ann English | Why Most Ideas Die
“Smile, enter your email platform and erase their ass.”
- Ian Farrar