Subscribers opt-out of mailing lists all the time. It's a fact of life that Internet marketers and small business owners have to accept. Understanding why people opt-out can help reduce opt-out requests and help you hold on to subscribers for a little longer.
Fickle Subscribers
In most cases, subscribers opt-out or become inactive after about two months. There are many reasons why this occurs, but the biggest reason is probably boredom. Subscribers are fickle – one minute they want your product or service, the next minute they're moving on to something new. Keeping email content fresh and interesting is one way to maintain subscriber interest, but at the end of the day, subscribers will move on – that's the beauty of the Internet – there's always something new on the horizon.
To help maintain subscriber interest:
· Create social media pages to complement your email campaign and interact directly with subscribers
· Continually provide entertaining and interesting content
· Find that balance between sending too many/too few email messages
· Create personalized email campaigns to target specific groups of subscribers on your list
· Offer new products/services when possible
· Partner with another business owner that sells complementary products/services your subscribers will find valuable and interesting
· Offer discounts periodically
· Present content in new ways (webinars, guest writers, eCourses, eBooks, etc.)
Some subscribers remain on mailing lists for years without making a purchase. List cleaning helps you remove these squatters to make room for more profitable prospects.
Poor Content
If you continually send mass email messages peddling products without providing valuable information about the niche/market/industry subscribers belong to, opt-out requests will increase. Most subscribers want information – this is why they signed up in the first place. And while most subscribers have no intention of buying products/services, many end up making a purchase because of the information you provide.
Sending quality information builds trust and makes subscribers feel more at ease. They are more likely to make a purchase from someone they trust than from a complete stranger – especially on the Internet. Fill bulk emails with expert tips, advice, how-to, videos, stories with lessons and examples, and other information to fulfill your promise of offering great content to those who sign up.
Too Many Messages
Finding that balance between sending too many/too few messages can be tricky. Different groups have different needs. This is why email testing is so important. In addition to increasing the number of messages you send and then tracking open and click-through rates, ask subscribers how often they want to hear from you. This is a great way to show subscribers respect when it comes to communicating via email.
During testing, you may lose a few subscribers, but don't despair. Maintain a steady stream of new subscribers and you won't miss the ones the leave as much.