3 Ways to Reduce Email UnsubscribesMarch 24, 2020
'High unsubscribe rate' – the three words that when spoken, will strike fear in the hearts of email marketers everywhere. Your unsubscribe rate indicates the percentage of email recipients that have requested to unsubscribe from your database and no longer wish receive your emails (ouch, we know). Sometimes it can be difficult to determine why your audience is dropping off, but it's important to try attempt to understand why.
The first place to start is by determining whether there's a problem with your school's marketing emails. The average unsubscribe rate is 0.5% but as a guide, we recommend trying to keep yours at around 0.2% and below. If you've jumped into your analytics and can see that your unsubscribe rates is higher, then it's time to re-assess your email marketing strategy and get those subscribers back onboard!
Always ensure quality over quantity
We live in the age of the 24 hour news cycle, but it's important to take your time and write engaging content, rather than flooding your database with meaningless content, just to reach a quota. If you're not sure what content is hitting the mark, we recommend analysing your past emails to see which topics received the highest engagement.
Additionally, consider some of the below ideas to boost the quality of your next email:
- Personalise all of your emails. Did you know that 74% of marketers say that customer engagement increases with targeted personalisation? It's true, users are likely to unsubscribe from databases that send generic, unpersonalised emails, so adding the recipient’s name is a non-negotiable.
- Avoid text heavy emails. Emails that are just a wall of text aren't engaging -- be sure to include a combination of photos and videos to promote interest.
- Avoid word repetition. Try not to repeat similar words too often throughout your email copy -- this tends to cause email clients to label your email as spam.
- Keep it short and sweet. Include only the key information within your email, it's best to leave your longer posts for your blog or website.
Check how often you're sending emails
For many schools, email tends to be the primary marketing channel, so it's important to make sure you're not abusing it. How often are you sending emails to your database? Receiving a flood of emails can be incredibly frustrating and a good way to get yourself unsubscribed! For schools, we recommend consolidating your content into a weekly email.
If you're having a hard time reducing the number of emails that are currently being sent, it's time to re-assess how you are dividing and allocating your content throughout your marketing channels. On the flip side, your school’s email frequency might be too low, leading to a decrease in brand recognition and loyalty, so it’s all about finding that balance!
Use personas and segment your database
Your email content should always contain accurate information that's relevant to your audience, so it's important to take the time to get to know who they are. If you're currently using a Customer Relationship Manager (CRM) like Funnel to segment your audience, creating email lists based on specific personas is a great way to produce more targeted emails that will actually get read. For schools, this might mean segmenting parents and students into existing, past and prospective groups or by interest groups.
it’s important to continue to test and report on all emails and campaigns. Monitor results, gather feedback and ensure that your school is continuing to improve your email marketing offering! Learn how to take your school's marketing strategy to the next level with our Ultimate Guide to Inbound Marketing.