6 Often Ignored Basics That Keep People on Your Email List – Part 2

This article continues from part 1 with an additional 3 tips to keep people from unsubscribing from your email list.

Tip #4 – Keep Your Content Interesting and Entertaining

Even with a compelling subject line, the content of your email can still fall short and prompt people to unsubscribe. You need to think about creating relevant and actionable content that people will want to read immediately.

If writing isn’t your strong suit, hire a professional to craft effective marketing emails for you. Keep the content brief and compelling. You can always link out to longer content if you want to.

Don’t be afraid to inject some personality into your emails. The more entertaining your emails are, the more likely people are to read and enjoy them – and stay away from that unsubscribe button.

Tip #5 – Make Your Emails Easy to Read

Readability is a huge factor with email. People want to be able to skim content where it makes sense. They don’t want to have to decipher impenetrable jargon or scroll horizontally to read the end of a sentence.

Here are some pointers to help keep your emails readable.

  1. Use lots of white space. Short paragraphs give readers’ eyes a break and facilitate skimming.
  2. Break up text with images that are compelling and relevant to your content.
  3. Speaking of images, make sure to always include descriptions of images for people who are vision-impaired or using technology to read your emails.
  4. Optimize your emails for mobile users. Nobody should need to scroll horizontally to read and any CTA buttons you include should be big enough for mobile users to access without having to zoom in.

It should never feel like a chore to read your emails.

Tip #6 – Test Your Emails

Finally, you should be testing your emails. Even experienced email marketers sometimes fall short in creating compelling content. Sometimes there’s just no way to predict what’s going to resonate with readers and what isn’t.

The answer is to A/B test your marketing emails. Sure, it’s an extra step and you’ll need to spend a little money to do it. But when you do, you’ll be able to fine-tune your email campaigns and minimize unsubscribe rates by ensuring that your emails are hitting the mark.

Having people unsubscribe to your list isn’t the end of the world but that doesn’t mean you shouldn’t try to keep them interested. Using the tips that I’ve outlined here will help you keep subscribers and turn them into paying customers.

Jorge Diaz

Jorge is an online marketing evangelist, speaker, author, coach, consultant, and adviser. He is the founder of Jorge Diaz Online and digital agency Larry Jacob Internet Marketing. He's leading a movement dedicated to transforming small business thinking. Having spent 20+ years in corporate software development and 8 years building small business online marketing systems making use of marketing automation platforms like Infusionsoft, Jorge has worked with hundreds of owner led businesses to increase revenue, systematize lead generation and grow their businesses.

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