Up to 20% of your list unsubscribes or becomes inactive every year. Here are 3 concrete tips on how to counteract it.
1. juli 2024
Tip #1 – Minimise the inevitable erosion of value:
Keep a close eye on the number of both active and inactive recipients in your database.
Do what you can to minimise the number who unsubscribe or go inactive.
Make sure your intake of new subscribers is greater than the number you lose to both unsubscribes and inactivity – so your total pool of active recipients keeps growing.
Make sure you get the right subscribers – the ones who match your ideal customer profile as closely as possible.
Make sure you optimise your processes so you pay the lowest possible price for new (right) sign-ups – so you can afford as many as possible within your budget.
Clean up your database regularly, so that at some point you delete the inactive ones.
And just for the record, it does not help to avoid deleting inactive recipients regularly. You will simply find more and more of your mails landing in the spam folder (including among the active recipients).
Tip #2 – Start by optimising the number of sign-ups from your own channels – they are the best and the cheapest:
Make it easy to sign up – no long forms.
Offer concrete rewards for signing up – and remember a reward for those who are not going to buy straight away too.
Use targeted pop-ups that convert at least 3–5%
Use gamification to increase the conversion rate (can give 2–4x the conversion rate in pop-ups).
Tip #3 – Prioritise the external channels giving the most quality sign-ups for the price:
Lead ads on social media are, for most of our customers, the most effective channel for new sign-ups.
The right reward for signing up is decisive for the cost per sign-up and the subsequent sales to those subscribers.
Competitions work, but if you have something attractive in the way of content that can be even better.
If you buy sign-ups through affiliates, follow up closely on the results.
Your welcome flow matters especially for the results of sign-ups from external channels.
And then a bonus tip – set goals and follow up:
Identify your current figures for new sign-ups, unsubscribes and inactive contacts.
Establish the cost of getting sign-ups from your different channels.
Set new goals based on your advertising budget and the resources you have to optimise your own channels.
Follow up on both short-term and long-term results, broken down by the different sign-up sources.
1, 2, 3, go
Follow the above and you should be well on your way to a growing database – of the right subscribers. Then it is just a matter of getting started on the mails that follow for your new sign-ups.