There’s much more to email marketing than just creating interesting and engaging emails. While putting together a strong mailing list can be challenging, arguably one of the most difficult aspects of email marketing is keeping people subscribed to your list. With many people suffering from email overload, and unsubscribing being as simple as a click of a button, companies have to do something pretty special to keep their customers interested. However, no matter how well crafted and attractively designed your emails are, sometimes a simple mistake or oversight is all it takes to motivate someone to click ‘unsubscribe’.
Have you noticed that you’ve been losing subscribers lately? Don’t assume that your email marketing efforts need a complete overhaul. It’s more likely that you’ve made one of these simple errors:
Your Subscribers Don’t Know Who You Are
Sending unsolicited mail is a big ‘no no’ in the world of email marketing, and a sure-fire way to get you marked as a spammer. But, just because your subscriber doesn’t know who you are, it doesn’t mean that something underhand has gone on. Someone might have signed up to your list absent-mindedly, or they entered a competition without realising that they would also get emails from you.
Thankfully, this problem is simple to overcome. Make sure that it’s completely clear to your customers that they’re being added to a mailing list by providing an opt-in checkbox on any sign up forms. You can also go one step further by introducing yourself to your customers after they subscribe. Wallis send this email to their new subscribers:
This email clearly lists all the benefits that the Wallis mailing list offers, as well as letting customers know how to ensure that the emails don’t end up in the spam folder. It also lists some of the benefits of shopping with Wallis online. Basically, it covers everything a new customer might want to know!
Your Customers Aren’t Interested In What Your Sending
People usually sign up for marketing emails because they are interested in something that a company offers. But, this doesn’t mean that they’re interested in everything that a company does. If you send your customers too many messages that are irrelevant to them, they will quickly be reaching for the ‘unsubscribe’ button.
This issue is easily overcome by asking your subscribers for their preferences at the sign up stage. Groupon let their customers select their email preferences on their website, as well as giving them the option to unsubscribe from all mailings:
You can also better connect with your customer if you introduce an element of personalisation to your emails. If a customer feels like you are talking to them personally, they are more likely to take an interest in what you’re saying. You can start by adding your subscriber’s name prominently to your emails, like in this one from Pizza Express:
Your Emails Look Bad
Design has always been an important aspect of email marketing. Customers want emails that look attractive and professional. But, in recent years another important design consideration has emerged. Customer want clean, clear, good looking emails, whatever device they’re viewing it on. Nowadays, this could be anything from a tiny smartwatch to a large television screen. If a subscriber can’t read an email on their chosen device (or if it doesn’t look good), they won’t be a subscriber for long.
The simplest way to ensure that your emails will also look good is to use responsive design. A responsive design with automatically adapt to the device your customer is reading the email on, making sure that they always look clear and attractive.
Expedia are particularly good at using responsive design. These images show how their emails look on both mobile and desktop. Notice that they have even included a link to download their app at the top the mobile version:
Mobile
Desktop
Of course, there’s much more to keep your subscribers than just these things. But, if you manage to avoid these mistakes, you’ll be much more likely to keep your subscribers happy for longer.
