Having a newsletter is good. It is even important to manage a privileged communication channel with your customers and prospects. You have the opportunity to speak to them directly, without an intermediary, which is a real chance. But it is still necessary that your letters are open, of course. And, above all, that they do not generate a massive churn rate …

What’s the right churn rate?

I’m not going to lie to you: Avoid unsubscribes completely, it’s mission impossible. Simply because some people have signed up at some point (often for a promotion) but actually have no interest in reading you.

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And also because the number of emails sent every day clogs up mailboxes. Choices must therefore be made.

If you are going by the wayside, rest assured: it is better to send emails to people who really want to read them. Provided that this remains limited: according to a 2013 study, the average unsubscribe rate in emailing is around 0.25%. If you exceed this number, it may be that you have a problem with your communication.

Tips for keeping your subscribers

You want people to read you. And that they continue to do so through your various mailings.

To do this, here are the tips to follow:

1. Send at the right time

If your recipients never have time to read your messages, they will be even more tempted to unsubscribe. The days with the best deliverability rate are Tuesdays and Thursdays. Also, think about the sending time: individuals tend to read their emails outside of their working hours: before 9 a.m., during lunch break or after 5 p.m. are the best times to send your mailings.

2. Personalize

No one wants to feel like a number in a huge database. If you send the same email to everyone, without even taking the time to add a little “first name” field, you will, unfortunately, contribute to this feeling. To avoid unsubscribing, avoid sending promotion on stretch mark cream to your male clients, for example.

3. Be responsive

The democratization of smartphones has this impact: you must not only make your site responsive, but also your newsletter. It must be able to open and read from a mobile device, avoiding large areas of text that overflow!

4. Be real

As we have said, you have a privileged communication medium. If you say the same things there as you do on all your other media, what will be of interest to your followers? Book them exclusive offers or information, take them behind the scenes … You have the opportunity to create a unique relationship through this, take advantage of it!

5. Add pictures

A newsletter is effective content, but it is also a suitable layout and visuals. Be careful, however, not to bet too much on them: they will not open automatically in all mailboxes. Everything must be understandable just with the text.

Use your unsubscribes

Unsubscribing doesn’t have to be the end of a relationship. You can offer a different delivery pace to your recipients, which may convince them to give you another chance.

Also remember to ask the reasons for unsubscribing (with a multiple choice questionnaire, preferably). You will be able to improve your next shipments!