What if they don’t love your emails?

There is one little detail in email marketing that is overlooked so many times.

It’s the unsubscribe process.

Let me explain.

Unsubscribe doesn’t always have to mean goodbye for good.

It might just mean that someone is not interested in your stuff right now, but that doesn’t mean he won’t be again.

This is often the case when you have seasonal products (like fireworks), or your products are bought every few years.

I’ll give you a good example.

When I’m buying a new PC, I’m highly involved in what’s going on around in tech world.

I need to get my info up to speed with the latests components.

At the time I’m planning to buy a new PC, I crave for reviews, advice and deals.

But once I get a new PC, I don’t care about that kind of content any more.

I don’t need these kind of emails in my inbox, so I unsubscribe.

Note that this isn’t me saying “goodbye”, it’s more like saying “see ya later”.

And when you unsubscribe, what you usually see?

The “You’ve been unsubscribed” or “Sorry to see you go” kind of pages.

This is where so many people are missing out.

Just a couple of things you can do:

  • Place a survey and gather insights on why are they unsubscribing – so you get a clear idea why it happens
  • Invite them to join you on social media to stay in more casual contact – people view these as less aggressive than emails
  • Give them an option to set their preferences on email frequency – this one really depends on your market behavior and strategy, so I wouldn’t use it everywhere
  • Place something funny that goes well with your brand and be cool about it – people will always remember how you made them feel, so make them feel good and end with a good impression

Whatever you go with, don’t have a dead page as your unsubscribe page.

Try to have some call to action in there.

But don’t expect miracles out of this page.

The numbers may be minimal, but hey, it’s still more profitable than having nothing.

And that’s what matters.

Eventually, little things like this in business add up and move you faster to your goals.

Cheers,
Zoran

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