What to Do When Subscribers are Tuning Out

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It's disheartening to see subscribers tuning out after working so hard winning each one over building your email list. But don't fret; you can do something about this problem and even re-engage inactive subscribers.

But before we go to the nitty gritty, it's vital to know what makes your current subscribers tune out in the first place. There are many reasons why subscribers start tuning out; some of these are: 

Top 5 Reasons Why Inactive Subscribers are Tuning Out

You're sending too many emails

One of the most common issues subscribers have with brands is the sheer number of marketing messages they send out daily, which may very well be why your subscribers are disengaged. 

What to do: Don't wait until they hit the unsubscribe button, and adjust how often you send out marketing messages. Check if you are sending too many or too few emails every week, then adjust the frequency accordingly. Another great idea would be to let your subscribers choose how often they want to receive your marketing messages. By allowing them customise their email preferences, you are giving subscribers control over their inboxes, which they will definitely appreciate. 

Your marketing emails are too pushy

We all want to seal deal after deal with every marketing message but don't overdo it. Many subscribers will get frustrated if they feel like they are being pushed to buy something they're not sure they need or want. Being too aggressive with your marketing messages could lead to more people hitting the unsubscribe button. 

What to do: Tone down the sales pitch-y tone and send messages that subscribers find helpful, entertaining, or valuable. Don't focus too much on sending sales-focused emails, and learn to diversify your content so subscribers have something to look forward to every time you send an email. 

One-Time Buying Intention

You can implement the most effective strategies or sell the most life-changing product, but if the subscribers have zero intention of buying again, there's little chance of changing their minds. It happens a lot: buyers make a one-time or seasonal purchase for a specific moment with no intention of buying again. 

For example, buying a customised mug for Mother's Day or baby clothes for Christmas. Once the product has served its purpose, the buyer does not have plans to get another again. 

What to do: It's tricky to convince a subscriber to come back for a repeat purchase if they do not have plans to buy again in the first place. But, if you can think about a different angle with your marketing strategy, you could re-engage some of these one-time customers. For example, offering related or complementary products might reel them back in for another gifting occasion. 

Your email list is not organised

No one wants to receive marketing messages they did not sign up for. Many users will hit the subscribe button if they are getting messages they do not need. Worse, this will affect your sender's reputation. If people flag your marketing messages as spam, your messages will be filtered out so they do not reach the inbox. 

What to do: Put your energy into nurturing subscribers with email messages consistent with the content they expressed interest in after signing up. 

Also, never add all leads under one list. If you are not segmenting your email list according to the kind of content they want or need, many will unsubscribe from your email list. 

Your email list is not updated

Many users use multiple email addresses, and some of these addresses are old or inactive. If your marketing messages are completely ignored, it's time to update your list.

What to do: Check your list and remove subscribers who have not interacted with your marketing messages for over a year. You might feel a twinge of regret for removing old contacts from your list, but this is the best way to maintain an engaged audience. We suggest updating your list regularly. 

Email Marketing Checklist

Below are some things to remember when figuring out the reason why your subscribers are tuning out:

• Ask subscribers to add your email address to their white list
• Avoid using deceptive subject lines
• Avoid using spammy terms such as “click here,” “congratulations,” or “special promotion”
• Maintain a reputable sender reputation
• Comply with data protection laws
• Monitor your email engagement metrics like complaints and reports 
• Maintain updated sender infos
• Use Flodesk to create a customised and attractive email design
• Provide value and avoid aggressive marketing messages

When subscribers start tuning out, taking swift and strategic action is essential to re-engage them. 

See how you deliver the content – ensure it remains relevant, valuable, and aligned with your audience's interests. Implement surveys or feedback mechanisms to understand their preferences better. You can also diversify your content format to cater to varied preferences, such as video, infographics, or interactive elements.

Consistent communication is also crucial to avoid inactive subscribers. Reach out to your subscribers directly through personalized emails, acknowledging their importance and addressing any concerns they might have. Consider exclusive offers or incentives to reignite their interest.

Regularly evaluate the timing and frequency of your communications. Too many or too few messages can lead to disengagement. Use data analytics to understand peak engagement times and optimize your schedule accordingly.

Finally, don't be afraid to experiment with new trends and tools to improve how you present your marketing messages. 

Embrace innovation. Experiment with new trends and technologies to keep your content fresh and exciting. This might involve incorporating emerging platforms or utilizing interactive features to keep your content fresh and exciting and enhance user experience.

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