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Archive for the ‘Email Marketing’ Category

How to Make Being Unsubscribed to Work For You

You may look at your unsubscribe rate and frown, but it’s not as bad as it seems. There are ways you can make being unsubscribed work for you, as I’ll explain in this article.

You can use those unsubscribes to learn valuable lessons to push your business forward in a better way. Email marketing is more than just gaining more subscriptions; sometimes it’s good to narrow down to know who is really listening so you can better understand this audience and talk more specifically to them.

A dwindling list can also, at first glance, be truly a bad thing. However, there is always something about your current branding and marketing that can be learned so that you can step up your game. This applies not only for Email marketing but for all of your marketing and messaging.

Your Email list at first glance isn’t a good indicator of how your business is doing. You need to dig deeper to see where the engagement is and why people unsubscribe.

Narrow Down Who Is Actually Interested

With a fat list of subscriptions, sometimes it can be hard to see who is actually interested in your business.

There might be a lot of people who hardly skim your Email before deleting, and there may be others who don’t bother to skim at all. We all get those Emails that we don’t think twice about before deleting.

These subscribers that aren’t actually interested can greatly affect your metrics so that you can’t zero-in on those actually engaging with your content.

If people are unsubscribing, that helps you narrow down your list to those who want to see more about your business. This will allow you to see your target audience better and learn more about them.

With a better idea of who you are talking to, you can improve your messaging on all platforms, not just Email.

Helps Guide Your Growth

So, you’re losing subscribers. We did just mention how some of those people really needed to leave so you could see what’s-what, but what about the ones you could have had interested if your marketing was better? Time to be honest with yourself and analyze how you are doing.

Take a good look at how well you are segmenting your audience. No one likes an Email that is clearly a blast created for everyone. Segment so you can be more personable to the different facets of your audience. Make sure to send different Emails to these segments.

How is your messaging? People don’t want to see the same thing every week or be constantly bombarded by hard-sell messaging. Read your Emails through and see if you are really bringing all that you can to the table.

Email marketing takes effort and constructive criticism for it to work and for you to improve your skills.

Allow For More Subscription Options

Allow For More Subscription Options

Yes, unsubscriptions are an opportunity in disguise from which we can learn a lot. However, we want to make sure we are providing enough options to our subscribers. Some people may feel that unsubscribing completely is their only choice.

If you allow your audience to choose for themselves how often they see your emails, this is an opportunity to work with what they want. You can also provide a button or drop-down menu in your Emails that allow viewers to “take a break”.

This way they will only get the monthly newsletter, or only get a certain type of content. Subscribers who are burnt-out on certain aspects of your content now have a way to tailor it for themselves. This can also give you a better view of what is actually working for you in your email marketing campaigns.

Don’t Be Pushy

When someone is unsubscribing to your Emails, don’t be pushy. No one wants to be asked over and over if they actually want to unsubscribe. If they truly value your content and business, they can always find you again.

If you are too pushy about letting people unsubscribe, it is bad for future business. The more you annoy your currently bored viewer, the less likely they are to ever buy from your business ever again.

Also, make sure to follow through with the unsubscription as soon as possible. Don’t leave it at “processing” or think, “I’ll do that later.” If they keep on receiving emails they will be annoyed. They’ll probably mark your emails as spam, and you will be doing something illegal. Nobody wants that.

People remember feelings more than anything. If you annoy them enough, they will remember that feeling whenever they see your logo. It’s easier to let these subscribers go when you remember that it can help your business. Take a deep breath, and keep unsubscribing simple and easy.

Keep the Button Visible

We talked about being pushy. Now let’s talk about being confusing. Keep your unsubscription link button visible and make the unsubscribe process as clear as possible. Remember, if they want to unsubscribe, it’s just better for your understanding of your branding and marketing.

Don’t fall into the trap of thinking that if it’s hard for them to leave, they eventually won’t want to. Making it hard to unsubscribe by taking them to another page, not offering a clear button, or making them log in can feel like you don’t respect your audience.

Just like with being pushy, this annoyed feeling will stay with them and they’ll be less likely to buy from you ever again. Just because they are almost forced to keep receiving your emails, this does not mean that they will turn around and start becoming an engaged member of your brand community.

They will just be annoyed and continue deleting your emails as they come in. It doesn’t harm to add an unsubscribe confirmation too, this will help them feel like they’ve been noticed.

Keep Social Media Outlets Open

Maybe your unsubscribers just have a full inbox or they need to keep it focused on work. For this reason, it’s a good idea to link your social media in the footer of your emails.

Some people simply prefer social media for their entertainment and engaging with brands. You may have lost them on the Email platform, but you don’t have to lose them for good.

Social media allows the audience to view your kind of content on their terms instead of when they are working. Simple as that. Welcome the change and move on.

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Why Email Marketing Works for Restoration Companies

Social media gets the majority of the press these days in marketing, but email marketing is still quietly carrying on in the background. With more than 3.2 billion email accounts used around the globe according to Exact Target, it isn’t going away anytime soon. Then when you consider a $38 to $1 return-on-investment for email marketing, it can be a very beneficial marketing tool for any company, even restoration.

Types of Email Styles for A Restoration Company

Regardless of size or industry, email offers companies the opportunity to stay connected with current and potential customers. The type of emails used are frequently direct emails, used to promote your restoration business and services directly to a consumer. Another style are retention emails which focus on providing a value to a reader. The value can range from providing information to entertaining or providing a benefit. How you shape these emails depends only on how deep you want to dive into the knowledge of the restoration industry or your company itself.

However, keep in mind that the focus in email marketing should be on giving, not asking of someone.

Email Campaigns for A Restoration Company

Creating a campaign or two is great for spreading the word or words about your restoration business. Having predetermined content on hand and emails created beforehand takes the headache and hassle out of sending emails to customers. Maybe seasonal weather changes that make flooding a possibility are coming up soon. This would be an excellent time to create a campaign to educate and remind your customers about helpful tips and information for the season.

When Should I Send Out Automated Emails?

The only thing you’ll need to do after that is determine what intervals for sending out the emails. Sending out the right information at the right time is the key to email marketing for any business. Having emails arrive one after another can seem pushy and turn off customers. The flipside is spacing the emails too much can leave a customer wondering when they signed up in the first place.

Email Personalization

Personalization is always a good idea, and what better way than in your email blasts. As a small business, you strive for a personal touch with your customers. By using their first name, after making sure the information you have on file is accurate, it is a small touch that goes a long way. But how can you build up your email list in the first place? Sign-up areas on your website, on the side of your company blog, and calls-to-action through your social media networks are some of the more common ways to build the list.

Behavioral Response Emails

The right time can be specified depending on the action the subscriber took. Did they sign up to receive alerts each time a new blog is published? Or did they schedule an appointment with your business? One of the emails you previously created can be sent out within minutes of an action being taken.

Restoration Information Emails

Bimonthly or quarterly newsletters are a great way to keep your customers informed and educated. Through these you can share company news, highlights, or behind-the-scenes information about your company. This action keeps your company in the minds of customers and increases your chances of picking up referrals or another job with a current customer. If you live in areas susceptible to flooding and other sources of water damage, such as hurricanes, having a pre-made newsletter or content for what to do before, during, and after a storm will be viable information for customers for many years.

Get Better Results Through Analysis

The results of any email marketing are measurable nearly immediately. Through the data and other metrics that quickly amass, these analytics let you know what is working for your campaign and what isn’t, allowing for further customization. Plus, when you consider that email has lower costs to produce than traditional marketing means, the higher monetary return-on-investment (ROI) has even more of a value.

Elevare Provides Email Marketing

From creating a customized email template, building a customer email list or helping you craft a compelling email campaign, Elevare’s team knows email marketing. Whether you’re looking to get started with marketing in your business’s communication routine or need an extra hand to get your information to your customers, we can help. Contact us and let’s get started.

 

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