How to Cut Your Email Marketing ChurnJanuary 31st 2012 Sally Ormond email copywriting, Email marketing
When you employ email marketing as part of your overall marketing strategy, you are bound to experience some level of churn (the number of subscribers lost over a period of time).
Your churn can come from a number of reasons:
- Unsubscribers who are bored of your emails
- Those who no longer require the information you send
- Those clearing out their inbox and you just happen to me on their ‘cut’ list
- Emails bouncing back
- Spam complaints
It’s a fact of life and all businesses will experience it to some degree. You’ll never escape from it completely, but you can take steps to reduce it.
1. Trust and honesty
The strongest relationships are built on trust and honesty. So, when someone signs up for your emails, make sure you tell them what they will receive and when – and stick to it.
If you provide a range of products or services, it may be an idea to offer your subscribers a choice as to which email they would like to receive. That way, they’ll only get information on something that’s important or relevant to them and therefore are more likely to remain on your mailing list.
2. Easy-peasy lemon-squeezy
The easier you make the opt-in and opt-out process the better.
Although you don’t want to lose anyone from your list, making it difficult to opt-out won’t win you any fans.
The chances are that at some point something will go wrong. When it happens apologise – this could also be a good time to get some feedback on your communications. Find out what they like or don’t like and revisit your strategy to see if there is any way you can improve it.
4. Encourage engagement
A lot of your subscribers won’t read your newsletter. Many of them will never click on a link, so what can you do to tempt them to interact?
Well, an occasional great offer could so the trick – perhaps you could place them in a prize draw in return for their views on your emails.
You will always experience some level of churn, but these tips will help you reduce it.
Over to you
If you engage in email marketing, what has been your experience?
Do you have a high churn rate?
What have you done to try and encourage engagement?
Leave a comment below and share your experiences.