I thought I’d take a quick moment to share a few thoughts about unsubscribes – people who unsubscribe from your email list.
It’s always a bit disenheartening to me when I see unsubscribes, but at the same time…
1) These people aren’t very likely a good prospect for becoming a customer. For one reason or another, they don’t want my information or don’t need it. Fine. No need to be on my list.
2) It gives me a chance to pause and think: “Is my content high-quality, interesting, engaging?”
The answer is “yes,” but it’s also good to be reminded that I have to stay on top of my game if I’m going to get good results from my email marketing strategy.
If unsubscribes are low, you’re doing the right thing(s). If they are frequent, or a high percentage of your subscribes (5% or greater) it’s a good time to re-look at your e-newsletter content. Don’t send email(s) for the sake of just putting out email(s). Actually, that strategy will more likely hurt your reputation. I call that the “throw mud on the wall and see what sticks model.”
Put time and effort into your messages and you’ll get better results.
3) One off, ten on – is my mantra! Unsubscribes are part of the process. I add 10x more subscribes than unsubscribes for any given week. Again, it’s just part of the process.
Common reasons for unsubscribes:
a) They don’t want your information
b) Your information stinks
c) You send too often
d) B and C
e) They didn’t subscribe themselves (i.e. did not ask to be on your list)
f) You’re not using opt-in confirmation (although I usually don’t use this myself)
Bottom line: Write great newsletters (not just “good”) and work hard to build your subscriber base – unsubscribes happen, monitor them, but there’s no need to over-react to them.
If you’re not happy with the results you’re getting from your current website, or the results you’re getting from your Internet marketing, I can help. My clients read like a Who’s Who list of top ranked sites at Google and their websites turn the brides who visit into inquiries, phone calls, and sales. If you want to use the Internet more effectively and BOOK MORE WEDDINGS, drop me a line using the inquiry form below or call me at (866) 652-7791 x701.
I’ll follow-up promptly and look forward to the opportunity to speak with you.
Chris Jaeger
Marketing to Brides Online
