The Dreaded UNSUBSCRIBE: Why Readers Stop Reading Your Emails

Email is hands down one of the best technological advancements for businesses. Sending documents, links to websites, videos, photos and news can all be done in a matter of moments and reach people all over the world. However, as the general public has become more tech-savvy they are also becoming more guarded of their contact information.

Aggressive Nature of ISP’s

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Email providers like Gmail and Hotmail have become more aggressive with their monitoring procedures. When customers fail to open an email or choose not to click on links offered in the messages, those senders are seen as spam by the ISP. Thus, a lack of action on the part of one of your subscribers forces your message to wind up in the junk folder. Not a good sign.

Why Interest Levels of Subscribers Tend to Drop Off

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One marketing company, Litmus.com, did a study to find out why subscribers lose interest over time. Would you like to guess the Number One reason??? TOO MANY EMAILS, TOO OFTEN. People don’t want an email every day or every other day. Over 50% of the surveyed people stated this as their reason for unsubscribing from email lists. The second reason, with over 40% of respondents, said the content offered by the emails were boring or repetitive.
What Can You Do to Keep Subscribers Happy and Interested in Your Offers?
Make sure that subscribers are choosing to opt-in to your service. An even better approach is a double opt-in option. This will require subscribers to take an extra step but it also ensures they really want what you have to offer.
Design emails with frequency options. Give the customers a chance to tell you how often they want to receive messages. This allows the customer to stay in charge while staying in touch.
Put a note in the emails asking subscribers to place your email address in their list of approved contacts. This will stop your messages from automatically hitting the spam folders and reinforce acceptance from the client or prospect.
Test, test and test some more. Test the days that you send out emails messages to see which days get the best response. Test times of the day. Change the subject line. Change the offer. Change the introduction. Test every feature of the messages and make notes about what works and what doesn’t.

Are you using email to stay in touch with clients, educate them and pre-sell them on your products or services? If you would like to learn more about email marketing use the form below to get in touch with me.