Monthly Archives: August 2015

If you’re losing email subscribers, there could be a number of reasons why. You might be making some major mistakes or minor ones that just need tweaked, but there’s no way of knowing unless you assess your emails to understand the true value of your unsubscribe rate. Here are some top problems and creative solutions for you to try:

Problems and Creative Solutions for Low Unsubscribe Rates

Potential Problem: Boring Subject Line

Your subject line is your chance to grab your readers attention and to get them to click on your email. It should attract your reader’s attention—a boring subject line doesn’t do that.

Potential Solution: Be Straight Forward

If you have a new blog post, use the subject line to tell readers you’re sharing a new blog post. If you want to encourage subscribers to follow you on Pinterest or Instagram, say so in the subject line.

Potential Problem: Emails are Generic

Don’t send out an email just to send out an email. You should have a definite reason for sending out emails. You should also offer your customers something, whether it’s the link to a new blog post or information about a new home for sale or service offering.

Potential Solution: Ask Yourself if the Email is Beneficial

Your email is probably worth sending if you can accurately sum it up in a catchy subject line. If you can’t, you might need to tweak your content or hold off sending an email until you have something better to offer your readers.

Potential Problem: Emails Are Not Exclusive

People subscribe to email lists, because they want to be the first to get updates about new property listings, real estate market advice, or service offerings. They may unsubscribe because they don’t feel like they’re the first to know.

Potential Solution: Let Subscribers Be the First to Know

Give subscribers exclusive content. If you’ve recently added a property listing to your site, share it with your subscribers first. Give them members-only content. Create an ebook with home buying advice or home selling advice and give it away free to your subscribers.

When It’s Not Your Content, But How You Send It

Sometimes, you have really great content and it’s not your content that’s causing readers to unsubscribe, but how you send it. Here are some potential technical problems and solutions:

Potential Problems: Sending Emails Too Frequently

If you send 10 emails a day or 10 emails a week, readers might unsubscribe because you’re clogging up their inbox. You might be sending out manual emails and your email platform might also be sending out automated emails.

Potential Solutions: Create an Email Schedule

Create a schedule for both manual emails and automated emails. Try your best not to send more than one email a day. If the insights you’ve gathered from analysing your unsubscribe rate reveal that your readers only like a few emails a week, stick to a schedule based on that.

Potential Problems: Email Comes at the Wrong Time

Let’s say that you’re a real estate consultant who sends emails out mid-morning when you’re in the office, but your open rate is low. Your subscribers might not get a chance to read your email until later in the afternoon or evening and by that time they have tons of other emails in front of it.

Potential Solution: Track Your Open Rate and Adjust the Time

Track your open rate. Send out a few emails at different times and see when customers check their emails. Once you’ve found a successful time window, send your emails then.

Don’t forget, you’re not going to keep every subscriber and that’s ok. Give the readers who are interested in your emails the best, and let the others go.

Last Week: Why Losing Email Subscribers Can Be a Good Thing for Your Business!

As a real estate agent, it’s easy to get disheartened when you see customers unsubscribe from your mailing list. You’ve worked hard to build it up; you’re even utilising an email marketing platform for better efficiency. Take heart—losing subscribers can actually be a positive thing for you!

If customers are uninterested in your services or offerings, you don’t want to waste your time on them when you can be focusing on people who are interested and interacting with you.

When customers unsubscribe, it may also be a symptom of something you’re not doing quite right. High unsubscribe rates provide you with an opportunity to evaluate what you’re doing and potentially tweak it. Are you sending emails too frequently? Is your content valuable?

In order to understand the true value of your unsubscribe rate, you first need to understand what the rate is actually telling you. Once you do that, you can create sharper and more effective emails.

How You View Your Unsubscribe Rate

If you’re not already using email automation software, consider using it. Not only does it allow you to create and send emails to targeted segments of your email list, but it also allows you to track the progress of your emails. In addition, it provides customer insights. This is vital to understanding your unsubscribe rate.

To look at your unsubscribe rate, you can look at individual emails to see how many people unsubscribed from it or you can look at a week or a month’s worth of emails to see if there’s a correlation. Get inside your subscribers’ minds and find out what might have made them leave.

Assessing Individual Emails

If you’re looking at individual emails to assess your unsubscribe rate, look at the unsubscribe rate of the emails before and after them. If those rates are also high, your content might be boring your readers. If it’s just one particular email, that email may contain content that readers don’t want.

Assessing Emails Week-to-Week or Month-to-Month

When looking at your emails on a week-to-week or month-to-month basis, compare how your unsubscribe rate has decreased or increased. Next, look at the content. What changed? Did you rush the content creation? Did you experiment with different content? Did you start a new series or cancel a previous one?

Look at your emails and try to find similarities or patterns. Were these subscribers clients? When was the last time these individuals made contact with you? Had they ever made contact with you? If your unsubscribers are inactive clients, then they likely unsubscribed because they no longer need your services. Don’t worry about these unsubscribers.

Losing subscribers can be a good thing, but you might be losing subscribers that you actually need to keep.

Next Week: Top 5 Reasons You’re Losing Email Subscribers (and solutions!)