Did you know that 30% of people change their email addresses annually? What happens when someone on your email list wants to update their details? Unfortunately, for many businesses, these valuable contacts slip through the cracks.
As a business owner, you work tirelessly to build your email list. From offering irresistible opt-ins to crafting insightful content, each subscriber is hard-earned. Yet, despite your efforts, you may unknowingly be letting go of 30% of your email subscribers every year.
The Big Issue: Changing Email Addresses
It’s not about those who intentionally unsubscribe; it’s about the people who want to stay on your list but simply need to update their email address. Without a streamlined process for subscribers to update their details, you risk losing them for good.
If someone on your list changes their email and can’t easily update their information, what will they do? Here are the most common outcomes.
Option 1: They Update Their Details
Option 1: They Update Their DetailsIdeally, if your subscriber enjoys your content and wants to remain on your list, they should be able to click a simple “Update your details” link. T
his should lead to a user-friendly form where they can change their email address and hit “Save.” Job done, everyone’s happy.
Step 1: Click the link
Step 2: Edit your details
Step 3: Success!
Option 2: They Unsubscribe By Choice
Option 2: They Unsubscribe By ChoiceNot everyone will stay forever. If a subscriber decides your content no longer serves them, they’ll likely click “Unsubscribe.” For most businesses, this is a one-click process, no problem.
However, if your unsubscribe process requires re-entering details or worse, emailing someone to request removal, it introduces unnecessary hassle.
People hate friction. Instead of jumping through hoops, they might simply mark your email as spam, hurting your deliverability rates. What should be a clean break could end up damaging your email reputation.
Example
Option 3: They Want to Stay but Can’t Update Their Details
This is the scenario you want to avoid. Some businesses don’t offer any way for subscribers to update their details.
If someone needs to change their email address, they’re often forced to unsubscribe and re-subscribe from scratch.
This involves visiting your website, locating the signup form, and going through the double opt-in process again.
In reality, very few people are willing to go through all of that just to stay on your list. The result? You lose a loyal subscriber who was keen to remain engaged but was blocked by a lack of options.
Example
The Unsubscribe Surprise!
Some businesses try to give the best of both worlds—offering links to either unsubscribe or update details. But there’s a catch!
Subscribers click on “Update your details” only to be unsubscribed without warning. Not only does this frustrate users, but it also leads to losing someone who simply wanted to stay connected.
Example
Updates That Go Nowhere
Even worse, sometimes the process itself is broken. Imagine clicking on a link to update your details, editing your information, and then… nothing. A dreaded 404 error page appears, and your details aren’t updated. Technical glitches like these are a surefire way to alienate engaged readers.
In my personal experience, this issue seems particularly common with Mailchimp. While it’s a popular email service provider, even the big players sometimes drop the ball on delivering a smooth experience. It’s a good reminder to regularly check the functionality of your email processes, no matter what platform you’re using.
Example
Conclusion: Retain Your Subscribers and Your Revenue
You’ve worked hard to build your email list—it’s one of the most valuable assets your business has. Don’t let small but critical issues with your email process turn interested readers into ex-subscribers.
Regularly audit your email system to ensure subscribers can easily update their details and avoid accidental unsubscribes. By doing so, you’ll protect the 30% of your audience who change their email addresses each year, retaining valuable relationships and future sales opportunities.
Can your business really afford to lose 30% of its email list every year? Now’s the time to take action and fine-tune your email processes to ensure you’re not throwing away valuable contacts.
