Watch that unsub rate: Reduce irrelevancy and avoid unsubscribes

Share this content:

In a time where the pressure to “blast the list” continues to mount, direct marketers must remember that if they are going to be speaking to their audience more frequently they'll need to make sure that what they're saying is more relevant if they want to say anything at all in the future.

The scene is all too common, a quarterly revenue goal needs to be met and email volume for the week goes up 200%.  On the surface, the approach makes perfect sense. E-mail is an inexpensive channel. More importantly, email marketing is a mature enough tactic that marketers and business managers have come to rely on it as an easy and quick source for generating sales. 

We know that if we send five e-mails this week instead of three that we'll see more conversions and higher sales – but at what cost?  Specifically – how many people are going to unsubscribe from the list as a result of those two extra emails?  Too many direct marketers treat their subscribers as assets whose expiration is inevitable.  In reality, a subscribers' tenure is a metric that can be affected and must be managed.

An unsub can happen for a variety of reasons, but the one reason that direct marketers can specifically address is the relevancy of their communications.  In general, we can assume that our communications are relevant enough for our subscribers that they have not yet elected to stop receiving them. At the same time – we can assume that many of our subscribers are at the “unsubscribe threshold” and that extra e-mail or two is the straw that breaks subscription's back.

If direct marketers increase the frequency of their messaging without increasing the relevancy of their messages, then they amplify their irrelevancy by the % increase in frequency. The equation is simple: irrelevancy  X  frequency  =  risk of unsub

While marketers may not be able to avoid the upward pressure on the frequency variable, they can maintain or - gasp - reduce unsubscribe rates by reducing the irrelevancy of their communications.


close

Next Article in Email Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above