4 Motives that might Encourage your Contacts to Cancel your Subscriptions
Published in 22 de abril de 2014
There are many reasons that might lead your contacts to cancel the subscriptions they have with your company. Nevertheless, did you know that is possible to know the main reasons that make them cancel the campaigns? Take action! Improve your campaigns in order to decrease the cancelation rate.
The same motives that might make the email marketing an excellent platform can also make it a failure. Therefore, it is necessary to reinforce the importance of good behaviors of sending email marketing campaigns.
High cancelation rates (opt-out) are always a sign that something is not right. Below you can find some examples and motives that lead people to cancel your campaigns. To understand them is to improve your email marketing actions.
- Periodicity
The regularity is a crucial part of the reputation of your email marketing campaigns. The same way a high frequency might upset your readers, too little emails might make them forget about your brand/newsletter.
Some people are constantly receiving emails from different companies. This high flow might irritate the subscribers and make them cancel the emails, even without reading them. It is essential to have a relevant content, an attractive subject. It needs to be different from all the other emails.
- Repetitive or Irrelevant Content
- Readers Change Habits
People are in constant change. The unsubscribe can be due to a change of city, job or country. The email marketing just becomes unnecessary for that particular person. It is an external factor that cannot be controlled.
- Another ways of obtaining information
Some people prefer to search and receive information through social networks or news feeds. Whenever this happens, the client is still interested in your communications. Try to identify the best channels and plan your digital strategy according to the research results. If your company usually sends emails with news, try to identify the source that your clients use when searching for them. This way, you can improve your campaigns and reach them in a faster and efficient way.
Summarizing, cancelations can occur even if it’s not the companies fault. Nevertheless, the company must work respectfully (please add the cancelation link in all your campaigns) and remember that are always ways to obtain new clients and retain the old ones.
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