With the average adult checking his or her email 15 times a day using an email newsletter is an effective marketing strategy to connect with potential customers and attract them to your business. Once a user has opted to receive your newsletter, you can send the user emails to promote your business.
A newsletter is only an effective marketing tool if users remain subscribed to it.
While unsubscribe rates vary depending on industry or niche, the median rate is about 1 percent, meaning for every 100 users who subscribe to your newsletter, about one will unsubscribe.
If your newsletter has a higher unsubscribe rate, you should evaluate your strategy to determine why users are unsubscribing.
1) You Aren’t Optimizing Emails for Mobile Devices
If your emails aren’t optimized for mobile devices, you can expect an above-average unsubscribe rate. Statistics show over half of all emails are opened on a smartphone or tablet.
To reach mobile users with your newsletter, use a responsive email template that automatically scales to fit the user’s screen.
2) Your Emails Are Too Long
Email isn’t the ideal channel on which to share long-form content. When users check their inbox, they want to see short emails they can quickly read.
If you send them novel-length emails, they may unsubscribe, even if your emails contain valuable content.
So, how long should you make your emails?
According to a study conducted by Boomerang, the ideal length is just 50 to 125 words.
After analyzing the performance metrics of over 400 million emails, researchers found emails within this range generated the strongest engagement.
3) You’re Sending Duplicate Emails
Avoid sending the same email to the same user twice. Some email service providers will automatically flag duplicate emails as spam, which could hurt your ability to reach users with emails in the future.
If a duplicate email sneaks past a provider, though, the user may click the “unsubscribe” button to prevent your newsletter from congesting their inbox. To prevent duplicate emails, check your list for duplicate addresses. If you discover the same address listed twice, remove one of the addresses.
4) You Aren’t Obtaining Permission From Users
While most businesses harvest email addresses using an opt-in form, some acquire addresses using alternative methods, such as scouring social media networks or purchasing email lists from a data collection company. Check out how OptinMonster creates a pop-up, slide in and floating bar forms that integrate with your favorite email marketing platform such as getresponse, constant contact, or infusionsoft.
Unfortunately, these alternative methods often result in high unsubscribe rates because they aren’t permission based.
If you collect email addresses from social media networks or buy a list from a data collection company, users may feel like their privacy is being violated since they didn’t give you permission to send them emails.
Play it safe with your email marketing strategy by building lists manually with an opt-in form. Only after a user subscribes to your newsletter should you send him or her emails.
Not only will this lower your unsubscribe rate; it will improve engagement signals across the board, including open rates, click-through rates (CTRs) and conversion rates.
Constant Contact has single opt-in set by default but if you are having too many spam complaints, I suggest changing to double opt-in. This means they must confirm after they register. Essentially, they say yes twice.Lori Ballen, Marketing Specialist
5) Your Emails Look Like Spam
Users will quickly unsubscribe to your newsletter if your emails look like spam. No one wants to see spam emails. By designing your emails to look credible and legitimate, on the other hand, you’ll encourage users to stay subscribed.
Follow these tips to prevent your emails from looking like spam:
• Use your business’s brand name for the “from” name of your emails.
• Avoid using excessive punctuation in subject lines.
• Use title case for subject lines.
• Use the same template for all your emails.
• Mention your business’s brand name in the first few sentences of the body of your emails.
• Create relevant subject lines that aren’t driven by click bait.
• Include your website’s brand elements, such as logo and color scheme, in the body of your emails.
6) You’re Sending Too Many Emails
According to a study conducted by GetData, nearly half of all newsletter unsubscribes are attributed to sending too many emails. With email being the preferred digital communication channel among businesses and consumers alike, the average user receives a lot of emails.
As a result, users are more likely to unsubscribe to your newsletter if you flood with their inbox with an excessive number of emails.
You can experiment with different frequencies, but research shows one to three times a week yields the strongest engagement. If you send emails more frequently than three times a week, users may unsubscribe to your newsletter to keep their inbox clean.
But if you send emails less frequently than once a week, you may fail to keep users interested in your newsletter.
7) Your Emails Aren’t Relevant to Subscribers
Another common reason users unsubscribe to newsletters is because the emails aren’t relevant to their interest. In fact, a study conducted by Epsilon found more users unsubscribe to newsletters because of irrelevant content than any other reason.
If you have an opt-in form on a health and wellness website, but your newsletter is about landscaping, you’ll struggle to retain subscribers. Instead, you should send users emails about health and wellness.
For a successful newsletter, you must align the content of your emails with the interests of your subscribers. Consider why users are visiting the website or page on which your opt-in is displayed. You can then create similar content that appeals to your newsletter’s subscribers.
An email newsletter is a powerful marketing tool that allows you to communicate with your audience while promoting your business’s products or services in the process.
If you discover a significant number of users are unsubscribing to it, though, you should investigate what’s causing the high unsubscribe rate.
You can’t prevent all users from unsubscribing, but addressing the common problems listed here can improve the performance of your newsletter.
More E-mail Guides
- How to Build an Email List Fast
- 7 Reasons Users Are Unsubscribing to Your Email Newsletter
- Building An Email List in 2019 with OptinMonster
- Best E-mail Marketing Software
- How To Grow Your E-mail List Free Course