A vast number of your email subscribers unsubscribe from the email list due to several reasons. Be it the deactivation of the current email address, change in location, or mere loss of interest, whatever be the reason behind the decreasing number of email subscribers, maintaining and growing your email list is essential for successful digital marketing.
Email marketing is one of the most successful forms of digital marketing, and you should make the best use of it without leaving any scope for missing out on potential customers. Though marketers use advanced tools and strategies for successful email marketing, most of them make the mistake of not focusing on retaining lost subscribers.
Besides winning back the lost subscribers, you need to engage your existing subscribers so that they stay loyal to your brand for the long term. Here are a few guidelines to help you win back the email unsubscribers and keep them subscribed:
Optimizing your email for smartphones
The era of sitting and working from a desk is long gone; your potential customers have a busy schedule that forces them to complete half of their job on the go on their smartphone. Thus, failing to optimize your email content for smartphones can be a huge setback and subscribers who are unable to read your content on their phone will opt to unsubscribe.
Find the right time to send emails
Unexpected emails often get ignored. If you are sending emails to your customers that might interfere with their busy schedule, there is a high possibility that the receivers will want to unsubscribe from your email list. The A/B testing method can be used to find the right time to send emails to them. Similarly, if you lack frequency, your email subscribers might lose interest in your emails.
Make your content less promotional and more informative
To build a long-lasting professional relationship, one needs to feed it continuously with respect and trust. To gain your consumer’s trust and respect, you must understand that messages that merely focus on pushing your sales can be the reason behind losing subscribers.
It is essential to understand the point of view of your customers to generate replies that solve customer queries and offer information useful to them.
You have to understand their problem and not the other way round. To maintain your business goal, you need to learn the subtle art of dropping business deals in between your email content in a way that does not demean the interest of the receiver.
Understand the reason behind unsubscription and try to fix them
The best method to hold back your existing subscribers is to understand the common reasons behind unsubscription and solve them. You can ask a few multiple-choice questions to those who are ready to unsubscribe so that you can understand the problem and address it accordingly.
Adopting this practice will not only help you retain your existing customers but can also bring back lost subscribers, considering the effort you make to show customer value.
Warn your subscribers before they unsubscribe
By asking the subscriber if they want to unsubscribe before they make the final decision, you give them a chance to rethink their decision. Offer them a second chance by giving them an additional opportunity to stay by in case they change their mind.
At the same time, you can provide them with some incentives in the form of discounts in return for staying as a subscriber.
Create personalized messages
By segregating your clients based on their behavior and interest, you can create more customized content to address specific issues and demands. Curating customized messages with a unique personal touch makes your content more appealing, automatically increasing customer interest and building long-term relationships with them.
Try to create an emotional situation
As a subscriber opts to unsubscribe from your email list, you can send them goodbye and thank you messages. By highlighting special moments of their customer journey with your brand, you can create an emotional moment that might turn their decision around.
Managing and maintaining your subscribers is an ongoing process that needs to be addressed, managed and improved to continue building your subscriber base. Following the practices mentioned above will help you re-engage with your lost customers and maintain the existing subscription list.
