Email marketing is one of the most reliable digital marketing strategies that many businesses rely on to acquire new customers and maintain the already existing ones. Studies show that email marketing has a Return of investment of about $36 for every $1 spent. 

The best way to get the most out of your email marketing efforts is by having as many email subscribers as possible. After getting a good number of email subscribers, the next hurdle is keeping them hooked to ensure they don’t unsubscribe. In today’s article, we will help you figure out what you need to do to ensure your users don’t unsubscribe from your email list.  

Use permission marketing

Permission marketing involves asking your target customers the kind of content they like to avoid sending them useless emails. This strategy will also help you personalize each email to ensure it communicates to the recipient in the best way possible. When customers receive emails that give them value, it will be unusual for them to unsubscribe to your email list. 

Sending personalized emails will also enhance our ROI from your email marketing efforts since most of your target customers are always looking forward to your next email. A 2019 study also indicated that personalization is one of the pillars to running a successful email marketing campaign. 

Frequency capping

While planning your email marketing campaigns, you need to remember that your customers have several other tasks to attend to besides reading your emails. That’s where frequency capping comes in. In email marketing, frequency capping refers to the process of restricting the number of emails each of your target customers receives within a given period. 

Most digital marketing experts recommend sending one to two emails a week or about six emails in a month. Sending too many emails to your customers will overwhelm them, which may eventually make them consider unsubscribing from your email list. Most email marketing tools have the frequency capping feature that allows you to set a limit of the maximum number of emails you can send to each email per week. 

Send emails at the right time

The timing of your emails will also have an impact on whether your customers stay subscribed to your email list or not. You need to learn about your customer’s behavior so that you know the time that is ideal for them to read your emails. Besides keeping your customers subscribed, sending emails at the right also increases your email open rate. 

Most email marketing tools give you the option to customize when you would like each of your customers to receive your email in a given campaign. Some of the options they provide include scheduling based on time zones. While scheduling, you may choose to send the email to each of your users during the lunch break according to their time zone. 

You may also start by doing a test where you send emails at different times of the day and compare the open rate.

Don’t send sales-centered emails all the time

You need to ensure you give your customers value before selling them your products/services.  According to Gloria Rank – a digital marketing expert, some people unsubscribe because every email they get from you is an advertisement to buy your products or services. Trying to sell in every email is disgusting to most people. 

Most experts encourage using the 80/20 rule: 80 percent of the emails should have helpful content such as tips and strategies to get something done, a free eBook, or probably registration for a free webinar. Then you can focus the remaining 20% of the emails on selling your products/services. 

Develop for mobile-first

Customers use different devices to open and read emails. While creating your emails, you need to make sure they are readable on all kinds of devices, including smartphones, tablets, and desktop computers. Some of your customers will likely unsubscribe from your email list if you constantly send them emails they can’t clearly read on their devices.

Most of the advanced email marketing tools can help you create responsive and readable emails on devices with different form factors. 

Final thoughts 

Maintaining email list subscribers requires the marketer to take time and study their target market and establish the kind of emails they need and when they will likely open them. You will need to create emails that offer value to customers before you think of selling them your products; that’s where the 80/20 rule comes in. Finally, don’t bombard your customers with too many emails.