Tip of the week 73: How to work unsubscribes to your advantage
Picture this: you lawfully send an email campaign; you come back to measure its performance; you look at the available metrics...and you find that certain subscribers have opted-out (unsubscribed).
Does unsubscribes psychologically affect you (ever so slightly)? If yes, you're definitely not alone.
However, is it a major problem? Not really!
Email opt-outs doesn't (majorly) affect your bottom line. If anything, it helps you create relevant content for a relatively healthy mailing list. We believe this so much that we pieced an article on why an email-opt out isn't always bad for your brand.
Now let's first briefly discuss the upsides before moving on to the tip that helps you work unsubscribes to your advantage.
Upsides of unsubscribes:
1. Improves your deliverability long-term
If a contact hasn't engaged with your emails at all for a long time (probably because of lack of interest), your next email to them can be rendered counterproductive. This is because the mailbox providers like Gmail, Yahoo, and more treat inactivity as a bit of a negative signal and start scrutinizing your emails more over time. (They use a lot of spam filters to decide the placement of your emails in the mailbox of your recipients.)
Therefore, you're better off seeing the uninterested contacts unsubscribe rather than having them in your list and affecting your email-sending reputation by sending further emails.
2. Fast-tracks the ideal content strategy
Let's face it, it's practically impossible to devise the ideal content strategy from the word go. Only when you send more and more email campaigns, you inch closer towards the ideal, long-term content strategy for your business. However, this process can be fast-tracked by having a responsive target audience...which is why unsubscribes shouldn't be a major concern.
Tip: Feedback page for unsubscribes
The moment your subscribers hit the unsubscribe link, you can ask their feedback as to what made them take the decision. The feedback you get is worth its weight in gold when it comes to sharpening your content strategy (or even fixing your email-sending policy/frequency).
To make things easier, you can design a checkbox-enabled poll like this:
Configuring feedback page for unsubscribes As for Zoho Campaigns, you can enable Unsubscription Feedback by following the steps mentioned in this help guide.
Tip summary
Regards,
Aravindhan S
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Tip of the week 03 - Sending emails in batches
Today's marketers not only want their email marketing to be efficient, but also smart. For an email campaign, you may think you have all the essential elements for lead conversion—a big mailing list, an attractive template design, and the most-engaging message content, but after hitting the ‘send’ button, you may not get the expected conversions. Wondering why? Here’s one of the major reasons. Many marketers miss out on sending the email campaign the right way. Did you know that you should not beTip of the week 04 - Know about your recipients' 'prime open time.'
In today's market, the importance of customer behavior is astounding, with a vast amount of research and resources going into finding how customers make decisions. The process of persuading your customers to open your email and click on your call-to-action becomes easy when you understand the psychology behind their behavioral traits. Time to turn into a psychologist! Let's get to the basics—you want your emails to resonate well with your recipients. So, what's the primary thing involved here? It'sZoho Campaigns Expert Diaries on SoundCloud, Spotify, Apple Podcasts, and YouTube
Hi email champs, As email marketers, we find great lessons in each other's works—be it the subject lines that worked good, the design that was received well, or the CTA that had the maximum clicks. Email marketing encompasses a wide variety of topics spanning everything from creation and design to development and deliverability. Here's when we from the Zoho Campaigns team found the need to build an email marketing community comprising of seasoned marketers and email geeks who can help each otherEmail Deliverability Tip #3: Seal the deal with the preheader
In the last post, we learned about the subject line. Today we'll be learning about the preheader. A preheader is the short text that follows the subject line in an email. The preheader is designed to hint at what your email message is all about. A good preheader should act as a second subject line and convince your contacts to open the email. Now, let's learn the best way to craft a preheader. Your subject line and preheader should work together and accurately convey the gist of your email. KeepTip of the week 15 - Add subscription-preferences option. Drive more engagement.
If crafting content for emails, getting creatives done, and running email campaigns is your love, then unsubscribes are the heartbreakers. You can save your emails from being unsubscribed/trashed by adding a proper subscription-preferences option in your emails (works best at the time of signup). Giving subscribers the option to choose what they want to receive from you and decide how often (frequency of the emails) your emails should hit their inboxes will increase the reach of your campaigns manifolds.
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