Have you ever used the phrase, “It’s not you, it’s me,” when breaking up with someone? That phrase also applies when people decide to unsubscribe from your emails. They are no longer interested in your services, they have changed jobs or they moved, but in most cases it’s not them, it’s you. Your actions are pushing subscribers away. Here’s why people are choosing to break up with your emails.
You Left Them Waiting
How often are you sending your emails? Once a month? Once a quarter? Are you sticking to any sort of schedule? If you aren’t making the effort to send your emails on some sort of organized time frame, people are likely to unsubscribe or go elsewhere for information. It’s like when you’re waiting for your boyfriend or girlfriend to call you, you’re not going to stick around if weeks go by and you don’t hear from them. Don’t just stop sending your emails without telling your subscribers. Be sure to mention your plans to switch to a monthly or quarterly newsletter if you can no longer commit to weekly emails.
You’re a Stage 5 Clinger
There’s something to be said about receiving too many emails from the same company. I receive four emails from the GAP in one day. One day! That’s straight up way too many emails for your business to be sending per day. Back off! People will unsubscribe or report your email as spam if they feel like you are harassing them and won’t leave them alone. Give your readers some breathing room. A little absence makes the heart grow fonder, right? It’s similar to being in a relationship with someone who calls or texts you constantly and doesn’t give you any time to yourself. You want your subscribers to anticipate your next newsletter, not dread it.
You are Sending Mixed Signals
A relationship can go south when someone in the relationship starts sending mixed messages. Does your newsletter look completely different from your website or other branding materials? Is your email reaching the wrong audience? Are you not providing relevant content or incentives for readers to keep receiving your emails? These are all things to consider when you see a spike in the number of people unsubscribing. Stop sending mixed signals and make sure your email newsletter accurately reflects your business and your branding. Give people a reason to keep opening your emails. Make them want to stay in this relationship with you by offering something special they can’t find with any other business.
If you see a large number of people unsubscribing from your emails it might be time to take a look at what’s going on on your end. Are you smothering your list with too many emails? Have you neglected your subscribers all together? Maybe it was something you said, or didn’t say. You should always try to improve your email marketing, but you can’t please everyone. And much like relationships, sometimes it’s just better to part ways and see different people.