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Filed under: Tip of the Day
 Why do subscribers choose to unsubscribe from a mailing list? Here are the three most common reasons, according to the experts at GraphicMail:
- Your content is not relevant. Subscribers opt in to your e-mails with certain expectations of the nature of content they want to receive. When these expectations aren’t met, they unsubscribe. Solution: Get to know your subscribers and what information it is that they want to receive from you. A simple idea is to add a subscriber preference field to your subscription form – when the subscriber creates their profile they can then indicate what they’re interested in: promotions, new product launches, industry news, etc. Alternatively, look at the reports of your past sends. What kind of content generated the highest click-through rates?
- Your subscribers don’t know who the e-mail is from. If a recipient doesn’t recognize the “From” name as the same sender whose e-mails they subscribed to, they unsubscribe. Solution: Keep your “From” name consistent.
- They’ve forgotten that they’ve subscribed. With the mass of e-mail communications sent daily, people sometimes forget that they’ve subscribed to your e-mails. This could mean that you’re not sending e-mails regularly enough – if you’re only sending quarterly e-mails chances are they’ve forgotten about your brand. Solution: Regularly ask subscribers to update their profiles. It ensures that you always have their latest contact details, gives them the option of choosing what kind of communication they’d like to receive from you and reminds them that they are subscribed to your list. As an added benefit, it can help you achieve greater relevancy in your e-mails.
From Advantages August 2010 issue.
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