As emails are crucial to business communication, consumers are known to rapidly unsubscribe from them, the reasons to which could range from too much of emailing, or simply irrelevant content.
SVP of CSR at Fenton, Susan McPherson said that marketers cannot afford to ignore the unsubscribe rate and another analyst at Sailthru, Cassie Lancellotti-Young advises to not take the unsubscription personally.
According to Mashable, high unsubscribes can be attributed to large email campaigns and the benefit of these campaigns always outweigh the cost.
Some emails are irrelevant because they promote a product a consumer already owns or doesn't care about, or the emails are 'batch-and-blast' instead of targeted to certain segments.
Lancellotti-Young said that it is mission-critical for marketers to develop compelling onboarding series that go well beyond just the customer's first week and advised an 'onboarding' experience after each new behaviour, including sign-up, first purchase and connecting social accounts.
However, if a marketer needs to build the confidence while keeping unsubscribes in check, they need to closely monitor the timing of the emails sent, personalization and the purpose of sending the email.
It is also essential to check the email's subject line, which should tell the whole story, yet shouldn't lack interest apart from appropriate mobile optimization as nearly half of emails are read on mobile devices, the report added.
