If you have people unsubscribing from your list at about the same speed you’re getting new ones, then your list isn’t going to grow. According to Aweber’s research, there are 3 strategies that will help keep subscribers on your mailing list.
1. Set Expectations
Email Marketing campaigns with high subscriber retention explain what the subscriber will be getting right from the start. When subscribers understand what’s going on, they are less likely to unsubscribe or complain.
Follow these 4 steps to set expectations:
- Start with your sign-up form
The sign-up form is where it all begins, so you need to do a good job explaining what the potential subscriber will get for entering their information. Check your form and make sure it lets subscribers know what they’re signing up for. You want to detail what you’ll be sending them and how often they can expect to receive messages from you.
- Have subscribers confirm
The confirmation message is sent immediately after the subscriber submits their information. You can customise the confirmation message so the subscriber knows what’s going on, and what to do next.
- Welcome new subscribers
After subscribers have signed up and confirmed, it’s time to welcome and remind them what they signed up for. The welcome message should reiterate what you’ll be sending them, how often they’ll be receiving messages and what they can do if they ever want to stop getting your messages.
- Assess and re-assess your campaign
After you have set expectations you need to periodically assess your campaign to make sure you are following the guidelines you’ve set. For example, if you said you’d be sending twice a week, make sure that’s what you’re doing. As long as you stick to the expectations you set, you shouldn’t have any subscribers leaving your list due to misunderstanding. However, there are still a couple other things you can do to increase retention.
2. Create Brand Loyalty
When people begin to associate your brand with positive things, they’ll stick to you. Everything that comes in contact with your subscribers should have your brand represented. Subject lines can be branded by including your company name in them, and messages can be branded by putting your logo at the top. Keep in mind that whenever you interact with subscribers and customers, you’ll be creating opinions about your brand.
3. Pay Attention To Subscriber Behaviour
If someone purchases something from you, they are more likely to purchase from you again. You should track who’s opening messages and who’s clicking on links. Setting up analytics will take this one step further. You’ll be able to track sales, clicks through your site even if that URL wasn’t specifically in your message and downloads.
Tracking subscriber activity allows you to use their information to send more personalized messages by sending to segments. Sending messages that are more personalized will help encourage subscribers to remain on your list. You might also want to consider setting up subscriber preferences right at sign up.
Giving subscribers the option to enter more detailed information about who they are and what they’re looking for will allow you to create messages relevant to what they need. If you want to learn subscriber preferences right away, you can set up custom fields in your web form and use that information for segmenting, or even to place the subscriber in the appropriate list.
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