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Your Unsubscribe Page - A Chance to Improve Your Online Business
No matter how effective your email marketing efforts are, from time to time you will have people who will decide to unsubscribe from your email marketing list. It's just an unavoidable fact of internet marketing.
Some people are just too busy to keep up with all of their emails; others are not a good match for your products; still others might not like the tone or frequency of your emails.
The trouble is, most internet marketers lament over their unsubscribe ratios, but they don't take the time to find out why people are unsubscribing from their lists. And that means they are missing out on a valuable opportunity to improve their businesses.
If you're serious about building a successful and profitable online business, it is a good idea to redirect people who unsubscribe from your email lists to a page containing a short questionnaire, so you can determine the reasons why people are unsubscribing.
This may not sound intuitive - after all, your main focus should be on generating sales, right? Well, yes, but to maximize your sales, you have to also figure out what you are doing wrong, so you can make improvements. And the best way to find out how you can improve your marketing efforts is to ask.
You will find that most people who unsubscribe from one of your email lists will be willing to take an extra 15 seconds to tell you why they are leaving. After all, they had a reason in mind when they took the action to unsubscribe. They will appreciate that fact that you want to improve your business, and will usually be willing to provide a little feedback.
To make it easier for people to give feedback when unsubscribing from your email list, you can provide a simple drop down box with the most common reasons for canceling a subscription.
These might include:
- I have too many emails to read them all.
- I am not interested in your products or services.
- You send emails too frequently.
- Your email content is not interesting to me.
- I am no longer in the market for your products or services.
- I have already made a purchase from another website.
You can also include a fillable box marked "other", in case a reader unsubscribed for a reason that does not match any of the ones listed in your drop down box.
When you receive responses from former readers, you can begin to develop a plan for improving your internet marketing efforts. Are you sending too many emails. Is your content a poor match for your subscribers? Are you losing part of your business to competitors?
This information will help you make your business even more profitable. If you are sending out 4 emails a week, and you find out this is too much for your subscribers, you can reduce your email broadcasts to 2 or 3 a week.
You'll probably make just as many sales (with less work), and you'll keep more of your subscribers. If your email content is not a good match for your subscribers, it may be that you are using the wrong keywords (and attracting subscribers who are not genuinely interested in your particular niche), or that your squeeze page or website content is more appealing to "curiosity seekers" than to qualified prospective buyers.
If you are losing business to competitors, it may be time to change your sales page, your pay per click strategy, your prices, or some other element of your internet marketing efforts.
Of course, while getting this information from people who unsubscribe from your lists will tell you the problems, it's up to you to figure out the solutions. It may take you a while to determine why your competitors are taking your business.
Still, knowing the problem puts you in a far better position to turn your business around and make it profitable than if you simply accepted "unsubscribes" as a fact of life without finding out the reasons.
So even though you may not get a response from every single person who opts out of one of your email lists, the minimal time you will spend putting a questionnaire on your "unsubscribe" page will be well worth it, especially if you use this information to refine your business. The end result will be more sales, fewer "unsubscribes", and higher profits.
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