Why do customers unsubscribe from your email marketing?
Just because you think you’re hot stuff doesn’t mean everyone else does. People don’t break up when things are going well.
She says: “It’s like you scream at me every day; you don’t like me anymore.”
She means: You e-mail me too often. Your product or service doesn’t require daily e-mails, so less frequent e-mails may produce better results without annoying me. About every other week is best for retail stores.
She says: “You are double timing me.”
She means: Instead of using the same old web site’s content, give me a reason to receive your e-mails. Include content in your e-mails that I won’t find anywhere else — articles, special savings, promotions, downloadable offers, etc. This increases the value of your e-mail.
She says: “You already have me, but your email always feels like a pick up line.”
She means: I’m
not getting what I expected. What exactly did I sign up for? Was it information on new products, or tips and user information? Don’t abuse my permission by sending sales-oriented e-mails when I only opted in to receive decorating ideas.
While most breakups hurt at first, you will be more attractive in the long run by making sure you keep your word to each of your customers. Bait and switch list building or eblasting to opt-in users will have all of the beautiful people running for the hills with their pocketbooks in tow.
Oh, and if you aren’t using email marketing already you are missing a huge opportunity.