Email Marketing and Handling the Opt Out – The Buyer’s Journey 25

No matter how successful your email marketing campaign is, there’s always going to be someone who wants to opt out. In today’s episode we talk strategies for improved email campaigns and ways to ease the opt out process.

The Retention Stage

The Retention stage of The Buyer’s Journey focuses on maintaining relationships with your current customers and clients. Ideally, your clients will be so happy with their experience that they’ll make another purchase from you. But clients and customers don’t always do this without a little push. There are specific tactics that are particularly effective during the Retention stage. One of the biggest tools is email marketing campaigns.

Turn the Opt Out into an Opt Down

George Nguyen has an excellent piece on MarketingLand focusing on strategies to reduce the opt out strain. In today’s episode we talk in depth about three of Nguyen’s main points:

  1. “Don’t make people jump over hurdles to edit their email preferences.”
  2. “Provide an ‘opt-down’ option.”
  3. “Proactively remove disengaged subscribers.”

No Hurdle Jumping

Few things are more frustrating than having a hard time opting out of an email list. While it’s low on the list of “Frustrations That Actually Matter In Life”, it nonetheless can be very annoying. Making this process as easy as possible for your subscribers is vital. Just because someone is trying to opt out of your email marketing campaign doesn’t necessarily mean they have a problem with your brand. Instead, it could be that the content in your emails isn’t resonating with them. If you make the opt out process difficult, intentionally or not, you’re going to alienate a lot of potential customers.

Opt Me Down to Paradise City, Where The Content is Relevant and the Emails Are Pretty

There can be many reasons why someone might opt out of your email marketing campaign. Often subscribers are opting out of your emails because the content in them isn’t relevant to their needs. If the content itself isn’t the problem, perhaps you’re sending too many emails to soon after one another. Perhaps it’s both: the content isn’t relevant and it’s too often.

One way to potentially solve this issue is to offer an opt down. Nguyen points out Bonobos does this portion particularly well.

A Bonobos opt down selection system, allowing users to unsubscribe from their emails or to specific which type of emails they'd like to receive instead.

An opt down allows the user to still stay subscribed to your emails while only getting the content that is relevant to them. That’s good for two reasons: 1) This can help segment your email list, 2) Now you know you’re going to be targeting that individual will relevant content because they told you what was relevant to them. Increasing relevancy to your customers will almost always be a good idea.

It’s Time to Say Goodbye

In today’s episode Len says that you should be checking your email list every quarter. What you’re looking for is individuals who either aren’t interacting with your content, or for individuals who only interact with specific pieces of content. Len suggests that instead of removing them, you should put them into a separate bucket of emails that only go out a few times a quarter or a year. Here the play is to wait to see if they reengage before removing them.

Nguyen suggests that removing individuals who aren’t interacting with help your click-through-rates be more accurate. In addition, Nguyen suggests emailing an individual before removing them from your list. After all, if someone chooses to continue to opt in to your emails after receiving your removal message, perhaps the problem is specifically about the email content, not your brand itself.

Check out our next episode tomorrow where we’ll discuss a news article covering the Advocacy stage of The Buyer’s Journey.

Tune into more of The Buyer’s Journey by checking out our YouTube and Soundcloud, and take us on the go on the iTunes, TuneIn, Google Play Music, and Stitcher.

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