Resubscribe Those Unsubscribes!
If you have a higher percentage of unsubscribes than you want (isn’t that everyone?), here’s an idea I’d like to pass along.
First, think about why your readers may wish to unsubscribe:
- They are no longer interested in the subject matter;
- Your email messages are sent too often;
- Not enough content and too many ads.
Rather than losing these subscribers altogether, why not remodel your Unsubscribe Page into an opt-in page?
Here are some examples:
- Give them a choice of different delivery schedules. One newsletter I receive is sent daily. It finally became too much, so I decided to cancel. Upon doing so, however, I was given the option to choose a different delivery schedule and selected 3X a week. You don’t lose a subscriber.
- Tell them what else you have available. If I’ve purchased that gardening book, I may no longer want your email marketing series about one that I had been considering. What if your unsubscribe page listed the other series you had available, including herb gardening, which IS of interest to me? You don’t lose a subscriber.
- Ask me why I’m un-subscribing and offer me a solution. Maybe I can keep up with your content, without so many ads, by reading your blog. Or maybe I can switch my subscription to your bi-weekly newsletter instead of your 8–part email series. You don’t lose a subscriber.
You might think of offering some of your information via podcasts and videos. You can still use email marketing to contact your reader, but send them to a website. Instead of a written ad, your site can contain a banner or other advertising.
It takes time and money to capture a subscriber…do whatever you can to keep them!
Debbi Bressler
Email Marketing Specialist
GetResponse
