5 Copywriting Tips to Reduce Email Unsubscribes

Email strategy and copywriting could use improvement, according to a recent survey where consumers revealed reasons why they unsubscribe from emails. Consumers used words like “boring, repetitive,” “same ads in print,” “too focused on company’s needs” and “I don’t trust their email” as reasons why they unsubscribe. Today, I share five tips to reduce unsubscribes.

Email strategy and copywriting could use improvement, according to a recent survey where consumers revealed reasons why they unsubscribe from emails. Consumers used words like “boring, repetitive,” “same ads in print,” “too focused on company’s needs” and “I don’t trust their email” as reasons why they unsubscribe. Today, I share five tips to reduce email unsubscribes.

Internet users were surveyed by MarketingSherpa asking why they unsubscribe from emails. The top results aren’t terribly surprising:

  • 26 percent say “I get too many emails in general”
  • 21 percent say “The emails aren’t relevant to me”
  • 19 percent say “I receive too many emails from this company specifically”

But several other answers (summarized in this article by eMarketer) are ones where more solid marketing strategy and effective email copywriting, could result in fewer people unsubscribing:

  • 17 percent say “The content of the emails is boring, repetitive and not interesting to me”
  • 13 percent say “I receive the same ads and promotions in the email that I get in print form (direct mail, print magazines, newspapers, etc.)”
  • 11 percent say “The email is too focused on the company’s needs, and not enough on my needs.”
  • 10 percent say “I don’t trust their email to provide the information I need to make purchase decisions.”

When you have a solid strategy, and email copywriting is put to the test, these shouldn’t be reasons you lose subscribers or customers.

This week, I had the privilege of talking about email marketing at American Writers and Artists Web Copywriting Intensive, so today I share five concepts from that presentation that should reduce unsubscribes:

  1. Start thinking like the person getting your email (duh). My specific recommendation is that you align your message with how the mind naturally thinks. I covered this in detail in my column two weeks ago where I shared a framework describing how to align your message with the way your prospective customer thinks.
  2. There are at least two (definitely more) reasons why someone opens an email, on the strength of the subject line. It’s because you provoked relevant curiosity with intended ambiguity (keyword “relevant”). Or, you promised something specific, perhaps a number, or words such as “how to,” or pointed out that there is a “video.” More about that in my column about using words proven to have a viral effect.
  3. Multivariate tests using email marketing automation can go a long way to identifying what your email recipient wants to see. Consider that you can scramble tests of three subject lines, three headlines, and three other elements (like images, your lead, call-to-action button, etc.) and be able to evaluate 27 different test combinations. One approach is to use Bayesian Analytic mythology.
  4. Pay attention to what other marketers, and competitors are emailing. Recent research I conducted on emails archived in the Who’s Mailing What email marketing database produced findings you should test. Here are the most popular words and symbols in 2016 emails (the most used symbol is the “%” sign, and most used word is “off”), and the percents most popular (“20%” is the highest number found in email subject lines).
    Words and symbols in 2016 email subject lines
    2016’s most used words and symbols in email subject lines according the Who’s Mailing What!

    Percent amounts used in email subject lines in 2016 according to Who's Mailing What!
    Percent amounts used in email subject lines in 2016 according to Who’s Mailing What!
  5. Make your email more relevant with email marketing automation driven by specific reasons people are on your list. Create email marketing workflows based on behaviors such as topic of interest, new customers, lead nurturing, re-engagement, abandoned shopping cart and more. I found a great list of 13 email marketing workflows, complete with explanations, from Hubspot.

Unfortunately, there are a lot of bad players out there who spam our prospects and customers. But consumers are smart. When they trust you, when you respect their time, and when you send them relevant emails, you shouldn’t have to worry about large numbers of unsubscribes.

Gary Hennerberg gives you the detail of his “Seven Pathways from Head to Heart to YES!” in his book, Crack the Customer Mind Code, available from the DirectMarketingIQ Bookstore. For a free download with more detail about the seven pathways, and access to Gary’s videos where he presents them, go to CustomerMindCode.com.

5 Important Email Tips for Converting Prospects to Customers

The harder you make it for your prospects to become customers, the fewer will. Most marketers agree that lead generation and lead conversion are the bedrocks of their efforts. As you scrutinize your internal process to convert prospects to customers, remember that, in order to consistently convert, you must at least

(Editor’s Note: This is a preview of Cyndie’s presentation on the upcoming webinar “Email for Customer Acquisition: 5 Great Ways to Expand Your List, and Your Profits!,” with Yeva Roberts of Standard Register, airing Jan. 28 at 2 p.m. EST. Register here to watch the rest live tomorrow, or catch it on-demand starting Jan. 29.)

The harder you make it for your prospects to become customers, the fewer will.

Most marketers agree that lead generation and lead conversion are the bedrocks of their efforts. As you scrutinize your internal process to convert prospects to customers, remember that, in order to consistently convert, you must at least:

  • Provide a clear, concise path to becoming a customer.
  • Enable your prospect to become a customer.
  • Resolve any concerns your prospect has about becoming a customer.

1. Be Timely, Relevant and Easy
Conversion begins at the moment of acquisition—waiting to engage is the kiss of death if you hope to hold the attention of your new prospect. We humans have very short memories—and attention spans—and marketers who allow the opportunity for one to forget a recent engagement will be saddled with lower retention and conversion rates over the customer’s lifecycle.

Your first touch to new prospects must be prompt and direct as you remind the recipient of how the relationship began and, ideally, lay out the path for becoming a highly valued customer. Using email, converting prospects to leads can be quite easy, and when you group likeminded prospects into segments, you can also create highly relevant content appropriate for this audience.

When relevant content is bolstered by personalization, your messaging can transcend a timid first step and become a flat stone skipping through sales ripples reducing necessary touches to a simple few.

Tracking clicked links and buttons within your email will enable you to appropriately respond to engagement with auto-responders recognizing specific engagement activities. Auto-responders are unique tools for reminding prospects they engaged with your brand and helping them resume the process if they’ve become distracted along the way.

2. Provide High-value Content
Inbound marketing represents one of the most successful approaches to converting prospects to leads, leads to subscribers, and subscribers to customers. Your content should be well-written and professionally designed while establishing your brand as an expert.

Your e-books, slide decks, videos, webcasts, demos and the like must be honest and forthright in order to establish your credibility, and should not shy away from areas where your competitors have you bested. Recognizing and addressing these areas will foster trust and help you to build upon these new, budding relationships.

When you post inbound content to your website, you will drive repeat visits; visits that naturally develop, deepen and nurture the relationship to the next stage.

Inbound content such as blogs, videos and online tools also extend the time of visit, and this is an important metric that contributes to your search-engine optimization effort.

Though content at your site is important for this reason and others, resist the urge to keep your content to yourself. Create partnerships with companies that will post your content or choose apps such as SlideShare, YouTube or edocr.com to syndicate your content beyond your own reach. Requiring a form submission to download your content will result in capturing some leads, but you will benefit far more from unrestricted content that is shared liberally.

3. Convey Urgency and Scarcity
Certainly not news to most seasoned marketers, urgency and exclusivity still motivate prospects to act more quickly. Procrastination is a sales killer, so text within your email reminding the recipient of how few widgets remain or how few days to buy the widget remains can dispel bouts of procrastination that grip many of us at one time or another.

Positioning your offer as time-sensitive, quantity-bound or event-based will boost your conversions, but lack of instructions for how to take advantage of your offer can easily negate the benefit gained.

4. Provide Instant Gratification
In email marketing, it’s key to first identify and then solve the customer’s problem—as quickly as possible. Your customers have come to expect and even demand instant gratification, not just in electronic platforms but physical as well. (It’s unbelievable that Amazon is currently testing same-day drone delivery and delivery before you’ve even ordered in order to meet such demands.) You must strive to deliver now.

In your emails, recognize that your clients want it now, and use words such as “instant,” “immediate,” and “now” as trigger words to put them in the buying mood. If your product doesn’t lend itself to being delivered via drone so they can get it now, offer an instant rebate or immediate download. By solving your customer’s problem more quickly than your competitor, you will be more likely to gain the coveted conversion.

As with urgency and scarcity, it’s imperative that you are clear on what steps must be taken in order to achieve instant gratification.

5. Test, Track and Tweak
Don’t guess at what it takes to reduce clicks and shorten your sales cycle, nor should you be a focus group of one. While your opinion about what works and what does not is important, you are not the customer. Use your opinion and expertise as the starting point for testing, but analytics must be used to prove or disprove your educated guesses.

As you begin to understand areas or components slowing your conversions, consider paths that provide information in a more compact and effective manner. Videos are a great solution and a preferred vehicle for many, but podcasts, self-running demos and other online options are also ideal for replacing overhead-heavy meetings, site visits and other person-to-person events.

There are myriad sales-funnel processes, but all can benefit from trusting relationships and consistent experiences. Your blast, drip and nurture emails should be professional, branded and graduated in order to nudge your constituents along. It’s important to remind your prospects why they should choose you—both explicitly and obscurely.