These 4 mistakes could be increasing your unsubscribe rate
Posted: Wed Dec 04, 2024 6:21 am
There are two things that every marketer doesn't want to see reflected in their Email Marketing campaigns: emails marked as spam and an increase in the Unsubscribe Rate. Today we will focus on 4 common mistakes that increase the Unsubscribe Rate in Email Marketing.
Illegal database
It is essential to have obtained the explicit consent of the user in order to send them commercial communications, otherwise we will be committing an illegal act and we will be obtaining records that will unsubscribe as soon as they can. Keep in mind that these will be people who will not be interested in your products or services and will not be your india mobile phone number list target audience. This means that we will spend resources and time on people who will possibly never be potential customers for the brand. It is also important to keep in mind that in each email we send we must offer the user the possibility of unsubscribing. Don't be afraid, it is preferable for our users to unsubscribe than for them to mark us as spam, since this could affect the deliverability of the campaigns. Remember that we are interested in cleaning our database and thus getting rid of those users who are not part of our target.
Mass Email Marketing
Even today, it is common to find companies with databases of hundreds of thousands or even millions of registered users (including clients and prospects) that do not make any distinction between them when it comes to running a campaign and communicating a message.
Yes, we are talking about mass email marketing, a practice that has yielded good results in recent years, but now indicators are appearing that question the continuity of this approach. And the fact is that mass email marketing, apart from leading to a decrease in the response rates of campaigns, also produces an increase in the rate of unsubscribes . The question is why are there companies that are still faithful to this trend? The main reason is the low cost of email communication in relation to other means of direct communication and the high ROI it generates. Even so, these are not compelling reasons to continue running mass email marketing campaigns, since the wear and tear on the database caused by unsubscribes will have to be compensated with an increasingly greater investment in attracting new users in order to obtain the same results in terms of conversions.
Our advice: abandon mass marketing and opt for relational marketing !
Not making an effort to understand users and their behavior
It is important that we make an effort to get to know the users who are part of our database. Knowing their interests can help us to know what they are looking for and what we can offer them. Not doing so will mean not meeting the expectations they have of our brand or products and this can lead to an increase in the rate of unsubscribing from email marketing campaigns. Analyzing their behavior : openings, clicks, site navigation, is also crucial to get to know them well and see what the most recurrent trends are. Having such knowledge of your client will even allow you to enter into their mind and anticipate their actions.
We must bear in mind that in order to correctly classify and segment our subscribers, it is first necessary to carry out an exhaustive analysis process.
Not segmenting users and not taking into account the User Lifecycle
Not all users are the same and interact with the brand in the same way. For this reason, it is so important that we segment them correctly, since the content we send to one user will not be of the same interest as that of another. In this context, the User Life Cycle comes into play , which is what will allow us to establish which phase each user is in. Depending on the segment in which a subscriber is located, we will take some actions or others. Not taking the User Life Cycle into account in our email marketing strategy can easily lead to an increase in the unsubscribe rate since, again, we are not making the effort to empathize with our client.
Illegal database
It is essential to have obtained the explicit consent of the user in order to send them commercial communications, otherwise we will be committing an illegal act and we will be obtaining records that will unsubscribe as soon as they can. Keep in mind that these will be people who will not be interested in your products or services and will not be your india mobile phone number list target audience. This means that we will spend resources and time on people who will possibly never be potential customers for the brand. It is also important to keep in mind that in each email we send we must offer the user the possibility of unsubscribing. Don't be afraid, it is preferable for our users to unsubscribe than for them to mark us as spam, since this could affect the deliverability of the campaigns. Remember that we are interested in cleaning our database and thus getting rid of those users who are not part of our target.
Mass Email Marketing
Even today, it is common to find companies with databases of hundreds of thousands or even millions of registered users (including clients and prospects) that do not make any distinction between them when it comes to running a campaign and communicating a message.
Yes, we are talking about mass email marketing, a practice that has yielded good results in recent years, but now indicators are appearing that question the continuity of this approach. And the fact is that mass email marketing, apart from leading to a decrease in the response rates of campaigns, also produces an increase in the rate of unsubscribes . The question is why are there companies that are still faithful to this trend? The main reason is the low cost of email communication in relation to other means of direct communication and the high ROI it generates. Even so, these are not compelling reasons to continue running mass email marketing campaigns, since the wear and tear on the database caused by unsubscribes will have to be compensated with an increasingly greater investment in attracting new users in order to obtain the same results in terms of conversions.
Our advice: abandon mass marketing and opt for relational marketing !
Not making an effort to understand users and their behavior
It is important that we make an effort to get to know the users who are part of our database. Knowing their interests can help us to know what they are looking for and what we can offer them. Not doing so will mean not meeting the expectations they have of our brand or products and this can lead to an increase in the rate of unsubscribing from email marketing campaigns. Analyzing their behavior : openings, clicks, site navigation, is also crucial to get to know them well and see what the most recurrent trends are. Having such knowledge of your client will even allow you to enter into their mind and anticipate their actions.
We must bear in mind that in order to correctly classify and segment our subscribers, it is first necessary to carry out an exhaustive analysis process.
Not segmenting users and not taking into account the User Lifecycle
Not all users are the same and interact with the brand in the same way. For this reason, it is so important that we segment them correctly, since the content we send to one user will not be of the same interest as that of another. In this context, the User Life Cycle comes into play , which is what will allow us to establish which phase each user is in. Depending on the segment in which a subscriber is located, we will take some actions or others. Not taking the User Life Cycle into account in our email marketing strategy can easily lead to an increase in the unsubscribe rate since, again, we are not making the effort to empathize with our client.