Avoiding the Industry-Wide 70% Opt-Out

Amy Chubbuck"Why should I stay? Day after day, week after week, you tell me I'm important, but you don't show me. What are you going to do to make me stay?"
Above is the excerpt from a bad email break-up. Your customers are yelling at you, "Pay attention to me or you will lose me." Are you listening?

Opt-out rates are astounding. Seventy percent of online shoppers have opted-out of an email marketing program in the last 6 months.

The email break-up rate is officially higher than the divorce rate.

These are not good statistics, people. What can be done to make the relationship with your email subscribers work?

Let’s find out a little bit about who this 70% is. Online shoppers are savvy. They know their way around an inbox. They shop online, they research online, and they’re engaged with their email on a daily basis.

Is this the customer you are willing to lose? This customer knows online, understands online, but they do not feel understood by you!! Think now (and fast), “What can I do to sustain a healthy relationship with my customer?”

Take the time to get (or re-get) to know your customer. Even if they’ve been your customer for a few years, do you really still know them? Just because you knew their opt-in behavior, does that mean you still know their needs and their likes? Spend some time listening to them. Have they been an active participant in your emails? Is their activity starting to decline? Maybe this is the time to deliver a different message, something more relevant to their recent activity.

Do you have subscribers that are not interacting at all? Have they already broken up with you, or just stopped calling? This may also be the time to send a different message, to see if you can get them to reengage. But, this may also be the time to let them go. As scary as it may seem, sometimes it is healthier to walk away. They may appreciate that you’ve listened to them, respected their wishes, and eventually want to rekindle the relationship.

Allow your subscribers to wield their control. Set up a preference center. Allow people to opt-out (and in) to a variety of programs. Maybe they like your coupons, but don’t want your newsletter. Maybe they love to cook, but aren’t really into kids’ activities. Allowing your customers to have options may thwart some of the opt outs. They will opt down, not opt out.

To be a value to your customer, and maintain that status, you must listen to them.

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