Questions race through your mind:
* “Was it something I said?”
* “Was it something I didn’t say?”
* “Do they hate me?”
* “Do I hate them?”
The answer might be YES to any one of those questions, but here are a few healthier ways to look at your unsubscribe rate:
1. Unsubscribes let you gauge the value of your content
There’ll always be a handful of folks that aren’t interested in what you have to offer. That’s fine. But if your unsubscribe rate is climbing with every email, it’s time to reassess the kinds of things you’re sharing in your emails. Maybe you need to spend more time crafting your newsletters. Maybe you need to work harder on the content that fuels your newsletter. Value — that’s the key word. Unsubscribes may be an indicator that it’s time to revamp your strategy.
2. Unsubscribes may mean you’re sending too many emails
It might not be the value of your content that’s the problem, but the frequency. Most people, even if they LOVE your newsletter, aren’t going to want to read it every day — unless of course it’s centered around daily news updates. Anyway, if your unsubscribe rate is on the rise, try sending emails less frequently and see if that helps slow the exodus.
3. Maybe you don’t want them on your list anyways
For real. This mentality isn’t just a defense mechanism. You’re actually better off sending an email to 50 people that LOVE your content than to 1000 people who skim through your newsletter halfheartedly. If someone doesn’t want to subscribe to your newsletter, kindly say “farewell.” It wasn’t a match meant to be.
4. Send your subscribers a survey
If you feel like too many people are unsubscribing, send a survey to your list and ask people what they like and don’t like about your newsletter. Ask them what they expect, and what they hope to see in the future. Show you care, make a few changes, and you’ll probably see that unsubscribe rate sink back down to healthy levels.
Alright. If there’s such a thing as a silver lining to unsubscribes, there you have it!
What do you do when you see people unsubscribe from your email newsletter? Let us know in the comments below.
[“Unsubscribe” image from Shutterstock.]