Opt-Out 101: Why They Unsubscribe

"It's easy to feel defeated about losing subscribers who opt out," says AWeber's Tom Kulzer. But don't get discouraged. Instead, use Kulzer's list of why customers unsubscribe to make improvements:

1. You send too many—or too few—messages. When recipients feel overwhelmed by the pitches in their inbox, they may decide it's easier to deal with none at all. Or if you hardly ever touch base with customers, they may wonder why—or if—they ever opted in.

2. Your content isn't compelling. Unless your message is relevant and interesting, don't hit send. "It's clear that people don't want to receive email for the sake of filling their inboxes," says Kulzer.

3. Your relationship has changed. Customers return products; they cancel services; they move into new industries. Simply put, your messages might no longer address their needs.

4. They have reasons unrelated to you. Unsubscribe requests often mention extended vacations or family illnesses. "Fortunately," says Kulzer, "many of these people will come back when the time is right."

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