How to Turn an Unsubscriber Back into a Subscriber

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Occasionally, someone will unsubscribe from your email list. In reality, you want people to unsubscribe because that makes your list more focused on the right people. However, the unsubscribe process is an opportunity to refocus that person and better target your audience. Follow these six steps to turn an unsubscriber back into a subscriber:

Follow the law – According to federal law, you must offer an easy-to-use unsubscribe button in all of your email messages. Just give your subscribers the button and let them go without doing so grudgingly. However, you can remind them why they joined your list by sending them to a special offer sales page when they click on the unsubscribe button.

Ask why they’re leaving – Using your unsubscribe page as a way to find out why readers want to unsubscribe can help you better focus your email messages and opt-in offers in the future. Plus, it can give unsubscribers new insight into what you offer to your readers, and they just may change their minds.

Offer alternatives – On the unsubscribe page, offer your readers other options, such as fewer emails (perhaps monthly instead of weekly) or a different newsletter with different content.

Take it in stride – It’s not personal. The unsubscribe is a simple request not to get more email from the list they’ve subscribed to. It’s not a personal attack on you. When you understand this, then you’ll be able to handle the unsubscribes better. Honestly, a clean list is better than a list full of inactive users, so people are doing you a favor by unsubscribing.

Send high quality information – You can prevent top unsubscribes before they happen by providing high quality information that is targeted to your audience and their needs. When people subscribe to your list, let them know what to expect up front then be sure to deliver what you promised.

Ask them to reconsider – On the unsubscribe page, ask them straight out to reconsider unsubscribing. Offer them a gift if they stick around a little longer. Some people are only unsubscribing because they forgot why they signed up for your list. This is a chance to remind them of the benefits of being your subscriber.

You have to tread lightly when it comes to unsubscribers. Don’t make it difficult for people to get off your list. But you do want to ensure that you remind your audience why they signed up for your list. Make it clear that you’re sorry they’re leaving and ask them for another chance at pleasing them.

Email marketing is a valuable tool for your business. To take full advantage of email marketing, let me help you write, edit, and send messages to your email subscribers.