It’s a fact of life that people will unsubscribe from your email marketing list. And they’ll do it for a whole range of reasons.
Nearly half of the people who unsubscribe do so because they’re inundated with too many emails. Another top reason people unsubscribe is because they find the content repetitive or boring.
Whatever the reason is, your unsubscribe process can leave a lasting impression of your business.
So why not make it a good one? And while you’re at it you might end up convincing the odd subscriber to stay.
But before diving into doing anything creative, you must firstly make sure the unsubscribe link in your email works and is easy to find.
Vision6 makes it easy for you to do this with a default unsubscribe link added to every email. All you need to do is plug in your content.
Even though functionality is the top priority, it doesn’t mean you can’t have some fun along the way…
1. Use humour
Let your subscribers leave with a smile on their face. Here’s a great example from The Children’s Place. One reason why it works so well is that it’s perfectly aligned with their brand – baby goods.
Here’s an example from Groupon that’s more extreme.
2. Give your customers other ways to keep in touch
If the reason your customers are unsubscribing is because they receive too many emails then it’s a really good idea to offer them other ways to keep in touch with your business.
Use your unsubscribe page to offer up your business’s social media pages as an alternative, like OFFICE News has below.
3. Take a break
Bonobos have gone as far as to offer their customers a 30 day break which is quite a unique approach. Additionally they’ve done it using humour ‘it’s not you it’s me. I need a 30-day break.’
4. Do nothing at all
That’s right, do nothing. The reason I suggest this is that someone unsubscribing from your list isn’t necessarily a bad thing.
Yes, at some point your recipient wanted to hear from you but by unsubscribing in many cases they’re simply saying, thanks but I’m not interested any more.
Sure it sucks to lose a subscriber, but if they’re no longer interested in your business then it’s probably not worth sending them email in the first place.
What not to do – the unsubscribe horror story
I had to include this because it left me reeling. In some instances the shock factor works, but this unsubscribe message left a very bad taste in my mouth!
I’d love to know, have you seen any really clever unsubscribes recently? Please share them in the comments below.
I did a call out around the office and asked everyone to bring the devices they use to read emails into the boardroom.
This is what I got…
It’s a pretty varied bunch of devices* and it doesn’t even include our desktops.
Hopefully you can see where I am going with this (spoiler: it’s important to optimise for mobile devices), but just in case you need more convincing…
What we know
- Nearly 50% of emails are opened on mobile devices
- People are often doing two things at once while reading emails on mobiles
- You only get one shot to impress your reader on a mobile device (people rarely mark emails to come back to later on their desktop)
What can you do about it?
Download our new guide! Mobile Friendly Email Design. It’s got everything you need from understanding mobile user behaviour, optimising emails for mobiles, responsive templates and advanced options. Plus there’s a bunch of inspiring examples in there.
Also if you’re interested in how mobiles are changing the game for email marketers (or need a little more convincing about why they matter) I recommend you check it out.
I’d love to know, what’s your key tip for creating mobile friendly emails? Let me know in the comment section below.
*C’mon guys, kindles are not made for emails!
Late last year, Google announced they’d no longer be automatically blocking images in Gmail. This was a blessing for marketers because it gave a benchmark for analysis on how many people have images blocked by default.
6 months on and Litmus data has shown that a whopping 43% of emails are affected by image blocking.
This number was reached by comparing open rates before and after Gmail stopped blocking images by default.
For years we’ve known that image blocking impacts email users but we’ve never known by just how much.
Gmail isn’t blocking images any more
That’s true and it’s a good thing for a couple of reasons. Firstly it means a better user experience for your subscribers. And secondly it means we are now able to report on opens more accurately. So you can get better insight from your email reports.
But you still need to keep image blocking top of mind because the thing to remember is that there are still many email clients that block images by default.
And if we were seeing 43% of Gmail users block images then it’s fair to say it’s still happening across the board with other email clients.
Don’t let image blocking get you down
When you consider the time, money and effort you put into designing beautiful emails, the last thing you want is for your readers to be negatively impacted by image blocking.
Here are 4 easy ways you can minimise the impact of image blocking and give your customers a better experience reading your emails.
- Grab your readers attention with cleverly written alt text
- Ask your subscribers to switch on images in your emails
- Avoid sending image only emails, or all your hard work will be lost if images are disabled
- Don’t put important copy in images, instead add it as text so it will be visible if images are switched off
Looking for more ideas and inspiration? Check out these detailed ways to rise above image blocking.
What are your ideas for getting around image blocking? Let me know in the comments below.