Send Fewer Emails
Your existing and prospective customers have opted in to receive emails from your business primarily because they want to be the first to know about exclusive discounts and savings and are interested in hearing important industry-related news. All too often, a business sends out an obscenely high-volume of emails to customers as a result of uncoordinated internal efforts. As you can imagine, this can be a huge turn-off for the recipients of these emails, which causes the unsubscribe rate to rise.
If you take the time to unify your databases (assuming there are multiple departments within your organization that send emails to customers), you'll be able to minimize the number of emails that your customers receive from your various internal teams and be more intentional with your marketing efforts. Consolidating your database means that you can market more effectively to your customers based on a digital product that they have already purchased on your website or some type of action that they have recently taken, such as downloading your e-book.
It's important to note that if you choose to send fewer emails, you absolutely must coordinate this strategy with your internal team or you won't be successful. Know which departments are sending content, the type of content that is being sent, and to whom the content is going to. An email calendar is essential for keeping all of these moving parts organized.
Make Your Emails More Relevant to Your Audience
This, of course, is all based on the historical behavior of your audience. Your website can tell you a lot about a visitor's behavior, such as the type of content that the visitor viewed on your website or an action taken such as downloading content from your website. Following up with an email newsletter that contains content that is relevant to what the visitor viewed on your website is ideal.
There are other ways of making your emails relevant to your audience, however. The information that is captured on a form when a visitor shares his contact information can be very valuable to you for more effectively targeting your marketing efforts. While some forms just capture a name and email address, consider asking for a visitor's location or age range. This demographic information can allow you to better segment your email marketing list and make each email touch-point feel more personalized and relevant to the recipient.
So, in summary, finding ways to better coordinate your email marketing efforts internally as well as making the content in your emails more relevant to your audience are two very effective tactics for keeping your unsubscribe rate under control. As you know, growing an email list is no easy task, so keeping a mindful eye on your unsubscribe metric will prevent all of your hard work from going down the drain.