This happens, and hurts. Clients opt-out from your list.
But you shouldn’t worry- there is nothing unusual about it. You need to remember that every year each business loses about 20% of contacts as the result of natural lead fluctuation.
So, what can you do about it? Firstly, just concentrate on reducing scale of the phenomenon, knowing that it’s impossible to completely eliminate. Secondly, don’t leave the clients who have opt-out- contact them via another media. Finally, use the feedback left by unsubscribing customers- it can help you improve the newsletter.
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Find out why this happened
Remember, you should analyze the problem- especially, when a particular campaign has a high unsubscription rate- you need to monitor the number to know when it’s above the normal.
Why do people unsubscribe a newsletter? According to the Constant Contact research, it happens more often when:
- the customers receive too many emails from the business
- the content is not what they expected
- the content is no longer relevant
Prevention is better than cure: avoid an overload of e-mails, use your knowledge about the consumer needs…. and just know that no matter how great your newsletter is, you will be losing subscribents. Be ready for that.
Landing page after unsubscription
The website which the customer sees after clicking “opt-out” is extremely important. It can help to leave positive feelings about your company or change your customer’s mind and make him not resign completely, but only reduce on frequency of e-mails. Give them the option in your landing page.
Remember to ask a question why they decided to unsubscribe the newsletter- that information would help at improving the functionality of your website. You also show that your care about their opinion. Gather data and draw conclusions.
Don’t forget to add a goodbye note like: “We will miss you” – it tells your client that his unsubscription matters to you- you see it and want to know the reasons and give the alternative (less frequent e-mails).
Negative Scoring Points
Unsubscribing from newsletter testifies to a serious breakup of relationship between customer and company- that’s why your vision of client should reflect this feeling. If you are using a Marketing Automation platform, assign negative scoring for unsubscrption.
Thanks to that simple trick you will know how to address a newsletter to this client in the future.
That’s not the end of the world
When your clients opt-out that doesn’t need to mean the end of your relationship. You still have on your disposal other media to communicate with them. From the very first moment of their resignation it’s crucial to keep in touch.
There is still a temptation to suggest our leads to subscribe back, to remind of what they have lost. However, you should respect their decision and still deliver great content and attractive, personalized offers.
Don’t concentrate on bringing them back to your e-mail list, but on maintaining relations- by another means and on different channels. Don’t waste the potential of an educated client, tentatively interested in your offer.
A great idea to address our customers who have opted-out is applying Facebook Custom Audiences– it enables us to send an advertisement catered for un-subscribers. This way we make sure that those who don’t subscribe our newsletter, are still receiving substantial or the most useful information.
From time to time, it is beneficial to prepare a special offer or to send a useful material. Use the feedback from your clients to know what will be most attractive for them.
Things you should NEVER do:
- a) Don’t hide an opt-out button: it’s a straight way to be reported as spam
- b) Don’t place an inactive unsubscription link. Check whether it works.
- c) Don’t send e-mails: respect your client’s decision (and rights!)
- d) Don’t send a confirming e-mail saying: “You unsubscribed our newsletter”. Someone who has just opted-out, isn’t waiting for another annoying e-mail!
An experienced marketer knows that opt-out doesn’t need to mean the end of relationship with client. We should draw conclusions and care about the communication on different channels, e.g. in social media.
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