Don’t Be Clingy! Give Your Subscribers Some Space

Anna Pfeiffer, Senior Marketing Strategist

Anna Pfeiffer, Senior Marketing Strategist

According to literally everyone who has researched it, the number one reason people give for unsubscribing to marketing messages is “too many emails!” If you’re sending a high volume of messages, you’ve likely seen that it’s just too much for some subscribers. They quickly find your unsubscribe link, and your relationship is over.

Don’t let them walk away so easily. Show them it’s OK if they see other people in their inbox – you just don’t want to lose them altogether. So give them options. Ever heard of a pause/mute or opt-down strategy?

Let’s say your subscriber loves you – they’re fine with your daily emails – but they just need a break for a while. Give them the opportunity to ask you to back off for a few months and pause your messages. My fellow Bronto Marketing Strategist Greg Zakowicz covered this approach in his earlier post, How Zack Morris Can Help Reduce Your Unsubscribes. If this sounds like a good option for your subscribers, give it a try!

For those subscribers who may not LOVE you but still really, really like you, consider an opt-down approach. These shoppers don’t necessarily need to take a complete pause for any particular reason, but they’d like to see you less frequently. So give them that choice instead of pushing them into a break-up.

When subscribers decide they’ve had enough, the first thing they do is click to unsubscribe, or if you’re lucky, manage their preferences. So make sure you grab that last opportunity on both of those pages to let them know how much you’d hate to see them go. Consider giving them options to receive messages from you only once per week, once per month or on another schedule that works for your team. You’ll have to manage these preferences moving forward and prioritize your email calendar accordingly, but the extra effort is worth it to retain these subscribers who otherwise would have just dumped you.

Check out a great example in the Bonobos form below:

Bonobos ExampleOf course, you’ll still need to offer an option to unsubscribe, and if it’s truly over, it’s over. But you can still follow up on your unsubscribe confirmation page with a heartfelt, “Let’s still be friends.” And be sure to promote your social pages and encourage them to follow you there so you don’t lose touch altogether.

How often do you send marketing emails? Do you worry that it’s too much? Have you considered an opt-down strategy to mitigate high unsubscribes? Tell us your thoughts!


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