How To Avoid the Unsubscribe Trap

5 years ago by in Email Marketing, How to Tagged: , ,

Your email channel is your cheapest channel to communicate with customers. Why is it cheap, that’s because you have a capability to deliver a targeted message to your customer or potential customer at a very low cost. When used correctly, it will be your most efficient communication channel. Since your unsubscribe value is high, to lose a customer to unsubscribe has a cost.

So how do you avoid the spam trap? Here are 3 easy things you can do to avoid upsetting your customers.

1. Don’t Spam the Customer

To be successful in email, it’s about delivering the right message at the right time to the right customer. Sending your customers messages to frequently when it is not relevant to their needs, will do one thing – cause the customer to unsubscribe. According to research from DMA, 47% of consumers unsubscribed from email. So how should you avoid this you may ask? There are a few things you can do like: create regular re-occurring communications. Set expectations with your customers. Also, keep a close eye on how your campaigns are performing. If customers are not opening your emails, then take them out into a special segment. No point emailing customers who are not engaging with you.

2. Make Your Content Relevant

According to the recent DMA study, 25% of consumers found information in emails irrelevant. Think about, if your information is full of information that’s irrelevant to your customers, then why would they want to receive your emails. It’s just clutter in their inbox. What do people do with clutter, they discard it. If you don’t want to be considered as clutter, make your message relevant to your customer. Create a conversation that’s based on what you know about their persona, needs, interest.

3. How to Engage

There are several things that can happen at the end of an article. The customer will click on your link. That’s the goals behind the email, the click. To be honest, 90% of the time, that’s not what happens. The worst thing to happen is if they click the spam button, delete your email, or worse unsubscribe. When you send an email, make sure you make it easy for the customer to engage with the communication. If they do unsubscribe, it’s ok to send a service email and find out, why did they unsubscribed. If anything, you will learn how to improve your communication.

Here’s another great resource on avoiding the unsubscribe trap from the DMA.



Katya Constantine is a seasoned online marketer with over 11 years of experience. She has developed a uniquely comprehensive background in email and omni-channel marketing for large online brands. Most recently, she was at Expedia and Amazon, leading projects ranging from behavior-based programs to increasing customer acquisition and conversion with great results. Katya has successfully worked to bridge mobile, email, search and social channels to increase online performance at many large web properties and ecommerce startups. Presently, Katya is the CEO of DigiShopGirl Media. She is also a marketing mentor for technology startups via Entrepreneurs Roundtable Accelerator program and an active blogger/speaker on topics ranging from mobile email to effects of the visual web on online marketing. You can follow Katya on Twitter @digishopgirl