Email Marketing Strategy providers are increasingly making it easier for their customers to stop receiving your newsletters and other subscriber emails. In Gmail, when a subscriber hasn’t opened any email from the sender after 30 days, a notice pops up asking them if they want to unsubscribe.
“Unsubscribe from [newsletter name]? You haven’t opened any emails from this sender in the last month,” it reads. The subscriber can choose “no thanks” or “unsubscribe.”
These automated unsubscribe prompts are a boon for people managing overflowing inboxes. But are they good for your email marketing database?
Are unsubscribe prompts good for email marketing strategy?
Unsubscribes usually help with open rates. It’s simple math. If 250 of your 1,000 subscribers open an email, the open rate is 25%. Let’s say 100 subscribers opt out through the automated prompt. Now, if 250 of your 900 subscribers open the email, your open rate is 27.7%.
If you focus only on the total subscriber count, an unsubscribe isn’t a good thing. But it’s a bad move anyway if the subscriber count is the only metric that matters. The number of subscribers alone is little more than a vanity metric. Open and click-through rates are better indicators of how subscribers use the content.
But that doesn’t mean you should ignore unsubscribes. Sometimes, showing up in an inbox – even if they don’t read the email – can help with brand awareness.
It might even serve as a reminder that sends people directly to your website. Sometimes, the recipients who haven’t opened them might be interested in your content but have been too busy to open yours.
Let’s explore ways you can help that in-between crowd stay subscribed or let them go if they aren’t a good fit. (But before we do, let’s set this ground rule: Your emails must deliver quality content your subscribers are likely to want.)
Make subscribers feel welcome from the start
The potential for unsubscribes starts from your first correspondence with a new subscriber. Establishing a relationship from the beginning should make readers less likely to leave you.
Think of the confirmation Email Marketing Strategy as your welcome mat. Explain what subscribers will find inside your emails and draw them into the conversation.
Ann Handley does this extremely well with Total Annarchy – and it’s paid off. The biweekly email newsletter has grown to over 50,000 subscribers since its 2018 launch.
The subject line on the newsletter’s confirmation email reflects the breezy, friendly tone of the email content.
After a waving hand emoji, it entices the open with this simple message: “Welcome, I have a question for you.”
From the first line of the email, Ann creates a personal interaction without needing to include the recipient’s name.
“Hi Friend!” she writes. “Congrats on being Total Annarchy’s newest subscriber! Thank you!”
After explaining what to expect from the newsletter, she asks her questions: “Why did you subscribe to my newsletter? What do you hope to learn here?
Email Marketing Plainning
Your answer will help me to know you a little better so that I can offer you real value in return. Let me know by hitting reply.”
Recipients who want to answer her questions can hit “reply” or write to her directly since she uses her actual email address instead of the decidedly unfriendly DONOTREPLY that some marketers inexplicably default to.
You may think this personal welcome approach only makes sense for Total Annarchy because it’s a newsletter coming directly from one person. But think again. Brands can do the same thing.
Give your opt-in confirmation email marketing strategy a human touch. Send them from an individual, not the brand. Make your new subscribers feel welcome by explaining what they’re going to get and starting a conversation with them. (Most will never respond, but those who do will be impressed when they receive your reply. Where you will send a reply, right?)
TIP: Strengthen your subscribers’ commitment at the beginning. Ask them to move your email out of the “Promotions” or similar tab and directly into your inbox. Email marketing strategy