When someone unsubscribes from your email newsletter, you might spend some time wondering why. Was it something you said-or something you didn’t say? Turns out, it might have been both.

The Reasons Your Readers are Unsubscribing

1. According to eMarketer.com’s April 2009 survey, the number one reason why your subscribers are unsubscribing is because you are sending them irrelevant content. Now, the content you send may have been relevant to them at one time, but for over 60% of your unsubscribers, it isn’t any more. So how can you stop this from happening? The first step is to identify the common traits of your subscribers and send information that speaks directly to them. Another idea might be to send out an annual survey to find out what changes your subscribers are experiencing and then make sure you have articles in your newsletter that reflect these changes. Events like divorce, new additions, downsizing and retirement may all be experienced by your subscribers and if you strictly send out newsletters discussing buying a home, you’ll lose many of them.

2. Following at a very close second, the number two reason people are unsubscribing from your email is that you send them content too often. When you asked people to sign up, did you let them know you’d be sending newsletters weekly, monthly or quarterly? Have you stuck consistently to the schedule? Disclosing your planned distribution frequency and sticking to it will help you keep your subscriber turnover low.

3. The third reason people unsubscribe, according to eMarketer.com, is that they suspect you might be selling or sharing their address. Maybe they’ve gotten more spam since they opted in, or maybe they read something about this on a blog. Either way, they aren’t sure that you are keeping their information confidential. Be sure to add a disclaimer to every newsletter email that reassures them. Include your privacy policy, since general privacy concerns were the fifth reason for unsubscribing.

4. The fourth reason you are losing subscribers is because they don’t remember signing up. A remedy for this is to include their opt-in date on the emails you send.

Source reference: http://www.emarketer.com/Article.aspx?R=1007139

Having a newsletter is a great idea for any agency. A newsletter keeps you fresh in your client’s mind; it cements your reputation as an authority in the insurance industry; it points out holes in your clients planning that you can fill; and it educates your clients to help make them informed consumers. But what good is your email newsletter if no one opens it?

Here are some tips to help you fix your email subject line to increase your readership.

Need = Read

When you tell people why they need to read your email, chances are they will. You have to be careful when creating need that you don’t abuse the trust your clients have in you. You must make sure the need in your subject line is legitimate and is addressed by your newsletter. Some examples of need are:

• Legislation changes: If legislation is about to change that could adversely affect your clients, then use that information in your title.

• Time value: If there is a risk that the future value of your client’s money could be negatively impacted if they do not have the information you present in your newsletter, use that in your title. If you expect interest rate changes or premium increases that will adversely affect the power of their money, mention that.

• Suspense: Giving some intriguing details in your title and leaving the question of “How does this affect me” on your reader’s mind will compel them to read your newsletter.

Numbers and Lists

Numbers mean results—and results sell. Tell your clients about, “The $10,000 Mistake You Can Avoid” and they won’t hesitate to open your email. Make sure that you can back up the information you put in your title with facts or you might lose their trust.

When reading electronic media, many of your clients want short, simple, easy-to-read articles which can be given in the form of lists. Lists take very little time to read and are often less intimidating because they often break down complex theories. Titles like, “5 Reasons a Fixed Annuity is Perfect for Your Retirement” tell readers that they will get information they can understand, quickly read and that applies to them.