Are people unsubscribing from your email marketing in droves? Are you wondering why? Here are some of the reasons why you might be disengaging your customers:
Stop Stalking - if you are sending out daily emails or even multiple daily emails (yes... some companies do) then you will potentially make your contacts sick of the very mention of your name! Nobody can have that much to say about their business all of the time so remember, less is more. Once a week or once a month is probably sufficient to get your message across and PLEASE make it interesting. People are overwhelmed with emails as it is so you need to make sure that you attract attention.
Live up to your subject line - it can be tempting to have clever subject lines that people will click but if your copy doesn't live up to expectations then you are going to disappoint. Generally people will unsubscribe if you are not providing anything useful or at the very least, entertaining for them. This means interesting, informative content and if you haven't got the time, know how or inclination to write it, then get a copywriter in! Expectation + Disappointment = Unsubscribe. It's a simple equation.
Hype - You might think that your special offer is the best thing since sliced bread but if you keep shoving it down people's throats with repetitive calls to action using language such as 'for a limited period only' and 'act now' then people will think you're a bit of a 'Del boy' and ultimately disengage. Try a bit of subtlety...
Inconsistency - there is one worse thing than sending too many emails, and that is not sending enough, or sending them infrequently, randomly and not according to your original promise. If you said from the outset that you would send a weekly/monthly update, then do that. Don't do it when the mood suits you. People generally will have more confidence with you and start to engage with you if you have a consistent dialogue with them and you demonstrate that you are true to your word.
Design - poor layout, lack of branding, links and images which don't work, can't read it on a mobile etc are all things that will have people hitting that unsubscribe button. Whilst it is tempting to use free email templates, think about working with an email marketing service provider who knows that it is ultimately the combination of great design and great copy that will get you noticed.
If you would like help in creating an email marketing strategy for your B2B or B2C email campaigns that will keep people subscribing then please contact Hayley Cashmore on 0845 116 2723 or email info@threespiresconsulting.co.uk
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