Email can be a significant communication and marketing tool for small businesses. However, there are a few tricks of the trade that you need to know in order to get the most out of your email list. If you’re just starting to build out your email strategy and are finding that you’re losing subscribers faster than you’re gaining them, you might want to take a step back and review your efforts. Here are four possible reasons that you’re losing subscribers.
1 You’re targeting the wrong people
One of the reasons your email marketing campaigns may be missing the mark, is that you’re targeting the wrong people. You need to make sure you are reaching the right people for your product, your services or your message. When people sign up for your emails or newsletters, clearly communicate what they will be receiving, so they know what kind of communication they can expect – and how often. Don’t just try to get as many people as possible to sign up for your email list, simply to get big numbers, you want the right people who are going to be loyal long-term customers and subscribers.
2 You’re emailing too often (or not often enough)
Nothing will see you lose subscribers faster than emailing your list too often. When you start to fill up inboxes by communicating too regularly, you’re likely to annoy people and send them rushing to press that unsubscribe button. It’ll be different for every business, depending on your strategy and content, but you need to find the right level of communication for your audience. Our advice? Start with one email a fortnight. On the flip side, if you don’t email regularly, you might also come across the same problem, simply because people forget they signed up to your list and can often mistake your communications as spam.
3 You’re constantly doing a sales pitch
Email marketing doesn’t always require a hard sell approach. In fact, you may find that if you are constantly asking subscribers to buy, buy, buy, that they simply unsubscribe. While you can always include a link back to your website, your products and your social media pages, you need to steer away from including a sales pitch in every single email. Not everyone will be ready to buy, nor are they looking to be constantly prompted. Your email landing in their inbox is reminder enough. You need to think bigger when it comes to creating engaging and dynamic email content.
4 You’re offering no value
Email marketing needs to be more than simply reminding your customers and prospective customers that you exist. You need to provide value to your readers. Think about the type of content you can offer in your newsletters, such as helpful articles, tutorials, links to videos, blogs, ebooks, podcasts or competitions. Don’t just email for the sake of emailing – make sure you have something to say. And don’t be afraid to give away some content for free to your loyal subscribers. It’ll only make them want to stay on your list for longer.