For email marketers, getting as many leads as possible seems to be the goal. These are the people you are going to convert into willing and regular customers after all.
So, if people are unsubscribing from your mailing list, then this should be cause for alarm, right? Not exactly.
You see, most companies will make it difficult for the customer to find the unsubscribe button, putting it in a hard to see font at the bottom of the email. The problem with this approach is that as the customer receives more and more of your emails, they are more likely to hit the mark as spam button.
This then means that all of your emails will be going directly to the spam folder only to be deleted later.
Making the unsubscribe process that much easier can actually be a great business strategy where people who are simply not willing to read your emails opt themselves out. You can then make the process easy by adding a large unsubscribe button that is very simple to spot. As soon as the reader clicks this button, he or she is immediately taken out of the mailing list leaving you with only the people who are interested and allowing you to tailor your marketing to these people.
While there is always the possibility of losing a large potion of your mailing list, the benefits far outweigh having your emails sent to the spam folder.
If you are concerned about losing a huge portion of your mailing list then there are a few things that you can do. One of them is to create a catchy line saying something like, “Okay, so you’ve been unsubscribed, but we still think we can work things out. Having seconds thoughts? subscribe again here”.
This has the effect of making the customer reconsider their move to completely unsubscribe from your mailing list and is one way to avoid the spam folder.
Another way is to create a short video after the customer has unsubscribed. The video should be fun and say something to the effect of, so you’ve finally decided to leave us, we are going to miss you. We will be waiting for you to get back where you belong…so we can take our awesome business relationship to the next level.
Then there is the third way where you can provide your customers with the option of reducing the number of emails that they receive in a week. If for the example you were sending 7 emails a week, the customer can opt for say two or three emails a week.
Sometimes they are committed to hitting the unsubscribe button and will still do this so always make sure that the process is simple for them.
At the end of the day, what you need to avoid the most is not losing people from your mailing list who are not interested in the business’s products but the focus is to avoid landing on the spam folder.