Reduce Unsubscribes With This Option
By Amanda Gagnon September 30, 2010
People subscribe because they want to receive your emails. But some people want them every day, while others prefer once a month. Since one man’s “just enough” is another man’s “too much,” subscribers who prefer fewer messages may become overwhelmed.
These fatigued subscribers may disengage from your emails, just deleting them when they appear. Eventually, they’ll stem the deluge by unsubscribing altogether.
If you catch these people in the in-between, inactive state, you could still reengage them. Head off their opt-out by letting them opt down to a lighter frequency instead.
They’ll receive fewer emails, giving them more time to engage with the ones they do get – and giving you subscribers who appreciate the chance to get your email on their own terms.
Prepare a Lighter-Frequency List
First, you will need to create a new list. This will be an alternate version of your original list, with the same information reworked into fewer emails.
This doesn’t mean you should simply slap groups of emails together into massive missives. With a little time and these strategies, you can condense your content thoughtfully.
- Pull the parts of each broadcast that you’ll want in those less-frequent emails. Paste these parts together, and you’ve got a framework to start with.
- Remove any announcements for events that will happen before the less-frequent email goes out.
- Consider merging related articles together, keeping the important points and cutting down on the fluff.
- If you have a lot of information, try quickly introducing each topic and linking back to the full story on your web site.
If you email your original list twice a week, set up this new list for weekly messages. You could also set up monthly or bi-monthly lists to give your subscribers even more options.
Set Up the Logistics
Next, it’s time to set the stage in your account.
- When subscribers choose to switch to a lower-frequency list, you’ll need to make sure they aren’t receiving the original emails you signed up for. Use automation to set up a clean switch.
- Create a web form for each list that makes it clear that they aren’t signing up for a different campaign; they are simply requesting fewer emails.
- Edit the subject and introduction of each confirmation message to reflect the same idea. Design matching confirmation pages on your site. If you know when you’ll be sending (every Friday, for example) include that information.
Invite Your Inactives
Search your subscribers to find out who hasn’t opened your emails in awhile.
Send them an email that offers a lower frequency. Make sure to write a subject line that will grab the attention of this particular group – it would be a bad email for them to miss!
Ask them to click on the frequency option they’d prefer. Link each option to a web form for appropriate list, and the opt-down process you’ve set up will do the rest!
How Do You Handle Frequency?
How often to you email your subscribers? What factors did you consider when you decided on that frequency?
Have you ever tried to offer different frequency options? If you have, was the effort of managing multiple lists worth the payoff?
If you haven’t offered an opt-down option yet, what other strategies do you use to re-engage your inactive subscribers?
As fellow email marketers, you have a lot to share, so join the conversation below!