Conversion-strong & safe: How to avoid newsletter unsubscribes

1. Information Before RegistrationThe first step in preventing unsubscriptions begins even before a subscriber signs up. The more clearly you explain how often the newsletter is sent and what kind of content to expect, the better potential subscribers can prepare for it. The better the newsletter matches their expectations, the higher the reader’s satisfaction will be.2. Incentives, yes; greymail, noA popular and effective way to increase newsletter sign-ups is to offer an incentive. This means linking a coupon or a giveaway to the newsletter sign-up. It’s important to ensure that the incentive isn’t too generous and is closely aligned with the newsletter. For example, a coupon should only be valid for your own store and not for a partner’s offer. With sweepstakes, the connection to the newsletter should also not be too far removed. It’s better to give away your own products than, say, a trip.If the connection is too tenuous, subscribers may technically complete the required double opt-in, but they don’t genuinely want the newsletter. This is known as “greymail.” This group of recipients will not perform well on the mailing list until they unsubscribe. It’s best to avoid greymail addresses from the start.3. Set up the logout pageYou can access the unsubscribe page by clicking the unsubscribe link in an email. The unsubscribe link must be included in every promotional email so that recipients can opt out of receiving further emails. Please note: The unsubscribe link must have a clear and descriptive name.Unsubscribing must be easy to do. Make sure the email address is pre-filled on the unsubscribe page so users don’t have to re-enter it. This can be particularly complicated if the subscriber no longer knows the exact email address they used to sign up for the newsletter.No required fields should be used in the unsubscribe process. The double opt-out procedure—in which a confirmation email is sent after the unsubscribe request is submitted—should also not be used.4. Offer data center/preference settingsUnsubscribing doesn’t necessarily mean that someone doesn’t want to receive any emails at all. Perhaps it’s just the frequency or some of the content that isn’t a good fit. To avoid losing this group, a data center integrated into the unsubscribe page is a good solution. There, subscribers are asked how often they’d like to receive emails.Another option is to ask about their preferred content and then tailor the content accordingly.5. Evoke Emotions Even though the unsubscribe process needs to be quick and easy, you can still appeal to the emotions of your newsletter subscribers with a touch of humor.6. Offer alternativesAnother element evident in the HubSpot example is offering alternative communication channels. Not everyone likes email as a format, but they still want to engage with the content. Offer a way to re-subscribe in case the unsubscribe was accidental. Note that a double opt-in must be performed again.7. Ask for reasonsEven though this won’t prevent unsubscriptions per se, asking for the reasons provides valuable insights for tailoring the newsletter even better to the target audience. Was the newsletter sent too frequently, or was the content perhaps not relevant? This again ties back to the data center. Analyze this data regularly and use it to optimize the newsletter. Caution: Providing a reason must not be set as a required field.* This post was provided by Trusted Shops. The company offers a comprehensive service package that includes a seal of approval with buyer protection, a customer review system, and protection against legal notices. For more information, visit the Website.