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.