Alert Solutions Blog

Reducing Email Unsubscribe Rates - Psychological Tactics That Work

Posted by Nina Russo on Thu, May 17, 2012 @ 11:05 AM

There are many psychological factors that must be considered when creating an email marketing campaign. From the  subject line and personalization to your list segmentation strategy, all of these pieces have an impact on your audience.

One of the best places to employ psychological tactics that appeal to an email recipient’s emotions is when managing your email marketing campaign unsubscribes.

If your email marketing campaigns are struggling to keep your target audience tuned in, check out the following psychological tactics on how to reduce unsubscribes quickly:

Tactic No. 1 - Give Them Control.Reducing Email Marketing Campaign Unsubscribe Rates

Try offering an option on the unsubscribe landing page allowing subscribers to change the frequency with which email marketing campaigns are received, or to opt out of some but not all mailings.

Providing this kind of option offers an opportunity to retain subscribers who still have interest in your company and your products or services, but who simply feel they are receiving too much email.

While the CAN-SPAM legislation requires email subscribers to be able to opt-out by providing only their email address and opt-out preferences, it is certainly acceptable to give recipients additional choices as long as the unsubscribe option is clear.

Tactic No. 2 - Repositioning the Unsubscribe Link

Don't hide your opt-out link. Psychologically speaking, when an email recipient has decided they would no longer like to be subscribed to your email marketing campaigns, the worst thing you can do is to make the process more difficult than it needs to be.

People who no longer wish to receive your emails are going to click your "Unsubscribe" link, or their "This is spam" button. Which would you prefer?

Making the unsubscribe link more prevalent might sounds like a bad idea, but this practice will ultimately produce a more targeted email marketing list and higher email deliverability rates.

For a different approach to reducing email marketing campaign unsubscribe rates, check out another Alert Solutions blog post here!

Topics: email marketing, email marketing best practices

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