Email has been and continues to be one of the leading digital marketing techniques and is used by law firms the world over. It’s tried-and-true.
But one of the main challenges that lawyers face is a high churn rate. If left unchecked, it can really hurt the success of your campaign and squander valuable leads.
One of the best ways to reduce your churn rate is to know the main reasons why readers unsubscribe. While there are many factors involved, research from GetApp found that it boils down to three main reasons.
1) They Receive Too Many Emails
“Excessive email frequency was to blame for 46.4 percent of people who decided to unsubscribe,” GetApp reports. So this is by far the biggest issue for readers. If they feel like they’re being barraged with an avalanche of emails, a good number of them will opt-out. It’s really that simple.
And this is understandable considering that the average person receives around 90 emails a day. Most people’s inboxes are overflowing, so they’re naturally selective about what they open. If they notice that your law firm is bombarding them with emails, they’ll get tired of it in a hurry.
So it’s crucial that you find the right frequency. While there’s some level of subjectivity as to what the perfect frequency is, you’re probably pushing your luck if you send any more than three emails a week.
2) Emails Look Spammy
This is the reason why 17.2 percent of readers unsubscribe. They simply don’t trust your emails.
This too is understandable given the large quantity of spam that gets filtered every day. While the percentage of email that’s considered spam has declined over the past few years, it still accounts for nearly half of all email. No wonder people are so wary.
So it’s important to ensure that every single email you send out looks professional and trustworthy. Stay away from using all caps or excessive exclamation marks in the subject line. Also, avoid using any spam trigger words like the ones listed here.
3) Irrelevant Content
Finally, there’s the issue of relevancy with irrelevant content being the reason why 15.8 percent of readers unsubscribe.
People are busy and don’t want to be bothered with emails that don’t pertain to them or directly fit their needs. Even if they love your legal brand, your campaign won’t go far this way. Therefore, you should always create hyper-targeted segments for your emails and make sure that the right content is going to the right person.
And there are a ton of ways to go about this. Just a few examples of segments you can use include:
- Interest level
- Previous purchases
- Website content they viewed
- New subscribers
This resource from OptinMonster offers some great information on email segmentation and can help you with the process.
Email marketing can still work fantastically if you know how to properly utilize it. But the enemy to every campaign is a high churn rate. By addressing these three issues, you should be able to minimize that number and make the absolute out of your subscribers.
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