Email marketing is a tried-and-tested method to boost organic web traffic, promote brand awareness, acquire new customers, and increase the number of sales. A study by McKinsey & Company says that sending email newsletters is 40 times more effective in reaching out to your target clients than reaching out through social media. Convincing people to sign up for your email list is probably the hardest pitch to make online. After all that time and effort, how would you feel if you notice many of your subscribers choosing to leave your list? This should surely be a sign of concern. What does this mean? It’s probably time to adjust or change one or two of your email marketing techniques. The following may help you realize why you are losing email subscribers:
You are overwhelming your followers
We all appreciate receiving useful information, but getting too many updates can be overwhelming and outright annoying. It can feel like having salesmen ready with their pitches at your doorstep every day. Thus, one probable reason why you are losing email subscribers may be sending too many emails. A Hubspot survey says that 34% of their respondents chose to unsubscribe from an email subscription list because they have been receiving too many messages from a brand per week. If you wish to keep your subscribers, you may want to reduce the number of emails you send. You can also combine several of your messages in one email so as not to overwhelm your followers. Still, do take note that sending very few emails can also lead people to unsubscribe. It’s all about finding that balance.
You are sending invaluable information
Your subscribers have expectations when they sign up for your email subscription list. To realize that they are not receiving what they have signed for can cause them to immediately unsubscribe. It can be that your message only focuses about company news when your invitation to subscribe promises information about deals and discounts. You may also be sending irrelevant messages or information that does not offer any value to your readers. This is why aside from improving the content of your emails, it is also important to be transparent when inviting people to subscribe to your email newsletter. Lay down the information that you will be sending so people will have a clear idea on what to expect.
You are using bland subject lines
Writing great subject lines is a major key to increasing the open and click-through rates of your email newsletters. Moreover, making it easier to persuade people to join your email list is another reason why you should spend effort in making your subject lines catchy and interesting. If your subject lines are boring or appear spammy, your current subscribers may opt out. Hence, making your email subjects appealing to your subscribers is necessary to avoid losing email subscribers. Of course, you do not want to disappoint your subscribers. This is why you should match your compelling subject lines with equally valuable email content. Pro tip: Keep your subject line under 9 words and 60 characters so it doesn’t get cut off on your subscriber’s inbox preview!
You fail to segment your email list
Your subscribers opt-in for different reasons so sending generic emails to all may not give you the desired conversion rate you are aiming for. Email list segmentation is an effective technique that can help you properly meet the demands and expectations of your subscribers. You want to divide your subscribers by location, age, or the way they opt-in so you can craft personalized email messages that perfectly match their needs. A MailChimp study shows that segmenting email lists can increase open rates up to 15%.
Digital marketing is a vast and oftentimes complex field. It is easy to feel lost among extensive information, countless tools, and novel tactics that you need to digest to make online strategies work for your small business. Thankfully, your start-up can take a fast route to enjoy all the benefits that digital marketing can give – by seeking the assistance of a reliable and competent agency, the Birch River Design Group. Our team based in Scottsdale, Arizona can help you seize all the opportunities waiting for your business online. Get in touch with us today to schedule a no-obligation consultation!