Why are your email subscribers inactive? Best solutions (with templates)
Why are your email subscribers inactive? Best solutions (with templates)
Why you are losing email subscribers (and how to fix it)
If you have spent a lot of time creating an email list, you may find it discouraging to lose several subscribers per day. You might even be thinking, what am I doing wrong?
The answer can be nothing: it is totally natural and common to lose email subscribers here and there. But, if you are losing a lot at a time, the reason is probably a simple mistake or two that you are making with your email marketing. It is even possible that you are annoying or annoying your subscribers without realizing it.
There is a widespread urban myth in email marketing that continues to torment program managers and hinder the results: the larger the list, the better the results. A large list with a substantial growth rate is hard to resist for marketing vice presidents, which leads to pressure on the email team to drive higher numbers quarter to quarter. The list size metric is simple to measure, easy to reference and tempting to revere as an indicator of success. Unfortunately, an obsessive approach in a large list can have some important consequences for the performance of the email program.
Brands with a fixation on the size and scope of the list tend to be reluctant to do anything that negatively affects the size of their contactable audience. This includes important list hygiene tactics, such as trimming disconnected subscribers with prolonged patterns of inactivity. Brands that prevent the elimination of the inactive often experience a large number of problems, such as increased bounce rates, the prevalence of recycled spam traps, inflated complaint rates and accompanying delivery problems.
Fortunately, you can identify where you are wrong and easily fix it, so you can re-delight your email subscribers with messages that increase engagement and encourage them to buy.
Therefore, let's stop your subscribers from hitting the dreaded "Unsubscribe" button. Take a look at these reasons why you might be losing email subscribers and ways to fix problems.
You send too many emails.
I'm sorry, but nobody wants to deal with a company that presents itself as a stage five clinician. If you are sending an email to subscribers every day, or worse, several times a day, they will get upset quickly. With the inboxes filled with emails, people are already overwhelmed and promoting themselves too much is a sure way to lose email subscribers. He also appears as desperate. When it comes to email marketing, then the quantity is not equal to the quality.
How to fix it: There is no set number for how many emails you should send to your subscribers; It really depends on the type of communication you are sending. When people subscribe to a monthly newsletter, they expect to receive only one email per month. But if you sign up for a free trial of your product or subscribe to receive content that is relevant to your interests, it is understandable that you send two or three emails per week.
Your emails are not visually appealing.
A text wall will not attract your subscribers to read your emails, so if you are receiving it, let's face it, ugly, your emails will be quick to click on the "Unsubscribe" button. Instead, you must provide visually appealing emails. Now, that does not mean just include the colors of your brand, the logo and the photos that attract attention. You should also make sure that your emails are optimized to look good in different browsers and on mobile devices.
How to fix it: you do not need a graphic designer to make your emails flashy. Take advantage of the email marketing templates offered by email marketing services such as MailChimp. With drag-and-drop templates, you can easily insert your company's logo and impressive images that will impress readers and keep them interested. In addition, all of its templates are designed to look good on mobile devices, tablets and desktop computers.
Your subject lines are forgettable.
Your subject line is the first impression that subscribers get. In fact, 35 percent of recipients of emails in a survey said they open emails based on the subject line only. If your subject lines do not arouse curiosity or excite your subscribers, your emails will be stored in unopened inboxes or sent to the garbage without being read.
When the people on your email list are not interested in your messages according to their subject line, they will eventually realize that it does not make sense to stay subscribed to their list.
How to fix it: writing a subject line that makes you more open is keeping it short and sweet. Therefore, including the subscriber's name to get their attention and use action-oriented words to make readers feel special. You can also use a tool such as the CoSchedule e-mail subject line checker that will rate your subject line based on the count of characters and words. It will also tell you what words will diminish the words in your subject line and allow you to preview how your subject line will look in the inboxes on the desktop and on the mobile.
Subscribers do not receive what they signed up for.
If you subscribed to an email list to receive updates on the latest male fashion promotions, and the emails you received in your inbox went to women's fashion, would you stay? Subscribers who receive emails that have no connection with what they signed up for will be quickly canceled. After all, if your emails are not relevant, they do not provide any value, and your subscribers will feel ignored and unimportant.
Adidas avoids sending irrelevant marketing emails to its subscribers by sending their garment promotion messages based on male customers and female customers.
How to fix it: each of your subscribers is a unique individual with different needs, so do not send them all exactly the same email message. Start segmenting your emails so you can give your subscribers exactly what they want and at the right time.
You can use an email marketing service to easily segment your list of emails by location, gender, new subscriber or inactive subscriber, purchase history and more. Segmenting your email list will help your marketing messages be in front of the right subscribers, which will increase your clickthrough rates and conversions.
To you
It is totally normal to lose subscribers from time to time; This happens to all businesses. But if you find yourself losing too many subscribers, you can use these tips to identify the problem and find a solution, to avoid an increasingly reduced email list in the future.
Best practices for re-engaging inactive email subscribers
Each email list contains inactive subscribers. But smart marketers do everything possible to recover them to recover lost sales and improve the reputation of their senders. Add to that the fact that the costs associated with acquiring new clients are high, and it quickly becomes clear that investing in a reactivation is a good business. Here are some steps to consider.
Define inactivity
The interesting thing about inactive email subscribers is that they often look different for each company. What is inactive for your brand may, in fact, be quite normal for another. Conduct a detailed data audit of all current email subscribers and track this behavior at all stages of the purchase cycle. This should help you determine what constitutes "normal" for your business and, consequently, what constitutes inactivity.
As part of this audit, be sure to analyze the customer's behavior across all channels. What might appear to be inactivity could actually be a client that converts or interacts through other communication channels?
Identify the causes of the disconnection
Now that you know who is and who is not inactive, you can take a closer look at problems that could frustrate subscribers enough to eventually become inactive. In a post on the Responsys blog, Rich Fleck explains: "The ability to detect patterns, and then changes in those patterns, in a client's behavior will increase warning signals that he is" at risk "of becoming inactive".
For example, you could identify that subscribers who do not participate with their welcome emails are more likely to be inactive for a certain period of time. Fleck says that by identifying the most likely times when a customer can start to disengage with their brand, marketers can take proactive measures to counter those trends and regain their loyalty.
Create tempting messages with valuable offers
"Often, a client is inactive due to poor communication from the marketing professional," he says, "and not because he has lost interest in the company's products or services." behind the subscriber's inactivity. "In fact, most of the weak points of email subscribers are probably related to content," he says in an article in Direct Mail News.
Instead, use the results of your data audit of the first two steps to develop highly relevant messages and attractive and valuable offers. You can also take more than one email to see the results; The Responsys study found that the recipients of the return emails were still opening emails from the sender until 300 days after the initial recovery email. Therefore, plan to develop a series of emails for several weeks or even months, before deleting a name from your list. This allows you to test a variety of offers and calls to action, allowing you to continually fine-tune your messages to ensure the best possible results.
