5 Reasons why getting un-subscribed is actually a good thing.

Having active people!

This may sound obvious but by less inactive people being on your subscription list, you will have a much higher CTR and therefore increase the overall conversion rate. It also provides a real reflection of your current email campaigns so you can accurately measure and improve them. 

Less Cost

A lot of newsletter providers charge per subscription, and if one person is segmented onto 3 lists you could end up paying 3x the amount for that one subscriber who never opens your emails. Just think of all that extra budget you’ll have to send emails to people who actually want to buy from you. 

False metric

I won’t rant about this one (because I could) but size doesn’t mean everything… I see far too many businesses focus on this rather than actually what’s converting and understanding how that relates to your industry standard. 

Note: A £1000 product will have a much lower conversion rate than £10 or £1. 

Actuals

Find out what your real bonafide performance metrics are. This is incredibly important and I cannot stress enough why one should do a campaign for people who don’t open an email after 6 months to reengage, provide one last chance and then if no response purge. 

Tip: some paid newsletters providers do give the option to automatically segment these people to save you time.  

Quality 

Time is an important measure of value and quality of candidates will only serve to increase the amount you have for more important activities or just spending on those A list candidates, which have a high chance of converting. In a nutshell, focus on the most qualified and don’t waste your time (money) on people who never will. 

As some leaving notes I can recommend some key points I take into place whenever working with a client: 

How well are you emails segmented? Be honest when did you last do this and why? 

Testing! Unless your list is below 2,500 subscribers you should always be testing – this could be the number of emails, time sent/ between or any amount of variables. 

Maybe they’re just that into you… yet – as a subscriber to many newsletters I would highly suggest offering them the ability to change the frequency/ pause or alter the content they are getting. For example one of my clients is a cosmetics company who provides skincare & haircare products – one year someone may just be into haircare products and next it may be skincare – give the subscriber the power and make it easy for them to convert themselves. 

Send alternatives to ending the relationship – offer an incentive or provide other ways to stay in touch 

Fleeing subscribers – ask why and offer 4-7 options for them to tell you. 

Overall don’t try to keep everyone happy and make the most effective use of theirs and your time. This way you will win more business and spend less money doing it. 

P.S if you would like to discuss any of the above with me feel free to give me a call or send me an email at oliver@olivera28.sg-host.com