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It’s the link at the bottom of every marketing email that companies send you. And if you own a small business, it’s important to understand that unsubscribes aren’t just a number in your email marketing report —they’re a sign.
So what are they a sign of? Read more to learn about the importance of tracking unsubscribes and how doing so can affect your email delivery rate, audience engagement, and even your security.
First things first, let’s acknowledge that seeing someone opt out of your email list can hurt the ego a little. You’ve poured your heart into creating that email—only for someone to hit “unsubscribe” almost as soon as it's landed in their inbox. We sure do - even after over a decade in marketing. But don’t let it get to you! Unsubscribes are a natural part of email marketing. The turning point is when you turn the hurt of an unsubscribe into an understanding of why they happen and how it can give you powerful insights into your audience’s preferences.
One of the most critical reasons to keep an eye on your unsubscribes is due to their impact on your email delivery rate overall.
Here’s the deal: when people unsubscribe, it can indicate to email service providers (ESPs) - MailChimp, Klaviyo etc. - that your content isn’t resonating with your audience. If a decent amount of your emails are being marked as irrelevant, theres a chance that it may lead to future emails landing in spam folders.
This is where the importance of a clean, engaged list comes into play.
By tracking your unsubscribes, you can identify any patterns —perhaps certain topics or how often you're sending emails are causing people to "opt out" completely. This is a great first step to know what your audience responds to the most.
With this knowledge in mind, you can adjust your content strategy to better serve your current and future customers, leading to higher engagement rates and improved delivery.
Who's actually receiving your emails?
Imagine sending out a beautifully designed email campaign only for it to get lost in the void of spam folders - or even worse, just not even delivered. Keeping tabs on your unsubscribes can help ensure that you’re only communicating with those who genuinely want to receive your emails.
This also means you can focus on nurturing your most engaged subscribers. By segmenting your audience based on engagement levels or interests, you can tailor your messages to those who are more likely to open, click, and convert. A targeted approach is more effective than a one-size-fits-all strategy, so take the time to analyze who’s staying and who’s leaving.
Let’s not forget about security. When you ignore unsubscribes, you run the risk of retaining individuals who may not want to be part of your list anymore. This can lead to potential security issues, spam complaints, and even legal troubles, especially with regulations like GDPR and CAN-SPAM in place.
By actively managing your list (removing unsubscribed contacts and checking on the bounced contacts), you’re not just following best practices; you’re also protecting your business from potential pitfalls. A clean list ensures that you’re complying with regulations, and therefore safeguarding your reputation and your customers’ data.
So, how do you effectively track and manage unsubscribes? Here are some easy and actionable strategies to help you get started!
1. Monitor your unsubscribe rates regularly
Keep a close eye on your unsubscribe rates. Most email marketing platforms provide dashboards or reports that make it easy to track who’s opting out. Regularly reviewing this data will help you spot trends and patterns. Are there specific campaigns that lead to higher unsubscribe rates? Understanding the “why” can empower you to make necessary adjustments.
2. Have an exit survey
When someone unsubscribes, consider sending them a quick exit survey, or better yet, have them fill out the survey on the webpage they are unsubscribing from. Ask them for feedback on why they decided to opt out. Was it too many emails? Lack of relevant content? This feedback is super valuable to refining your approach and providing more of what your audience actually wants.
3. Segment your email list
You don't buy one-size-fits-all pair of underwear. So why would you send an email to everyone - knowing full well it won't be of interest to people on the list? By dividing your email list into different lists based on interests, behaviour, demographics, or even location (nobody likes a 2am email!). You can tailor your messages for each group, ensuring that you’re delivering content that resonates, reducing the chances of unsubscribes.
4. Offer options instead of unsubscribing
If a subscriber chooses to opt out, why not offer them alternatives? Maybe they’d prefer to receive fewer emails or only specific types of content. Giving them choices empowers them to stay connected with your brand in a way that suits their needs.
5. Maintain consistency
Consistency is key in email marketing. If you send sporadic emails, your audience may forget who you are, leading to more unsubscribes. Establish a regular sending schedule so your subscribers know when to expect your updates. This builds familiarity and trust, keeping your audience engaged.
When did you last analyse the data on an email you sent?
Tracking unsubscribes isn’t just about the numbers; it’s about analysing the message behind those numbers. Dive deep into your unsubscribe data. Look for trends: do certain topics lead to more opt-outs? Are there specific times of year when more people are unsubscribing? By identifying these patterns, you can refine your email strategy and better cater to your audience’s needs. This also can go the same for when you choose to send emails - are people opening the email more on a Monday at 3:30pm or a Wednesday at 11am? The data behind your emails can really help improve your open rates overall.
Make use of the analytics tools provided by your email marketing platform. Most offer insights into unsubscribe trends over time, allowing you to correlate them with specific campaigns or content types. Use this data to continuously improve your email strategy.
Now, let’s put a positive spin on the unsubscribes you're getting - because we're glass half full kinda people. Believe it or not, they can be a blessing in disguise! Every unsubscribe opens up a spot in your list for engaged, enthusiastic subscribers who actually want to hear from you.
If you focus on building a smaller, highly engaged audience, you can achieve better open rates, click-through rates, and ultimately, conversions. Remember, it’s all about quality over quantity! In saying that though, your list will end up growing; because the right people will be hearing from you and will be more willing to share your company because they like what you do.
SO REMEMBER, EMBRACE THE UNSUBSCRIBES.
In the ever-evolving world of email marketing, unsubscribes are what they are. So, the next time you see that unsubscribe number rise, don’t panic. Embrace the feedback, and take it as an opportunity to learn and grow.
Here’s to a cleaner email list, higher engagement, and all the fabulous connections you’ll make as a result.