Embrace your Unsubscribers

Christine Foulds • July 1, 2023

This post was first published in 2015.

Every campaign that I run involves work, dedication and high expectations. I am sure the same goes for you. When you then see that people unsubscribe, your first thought might be: What the heck?! The images look amazing, the content is sharp, the offer is tempting, the layout is user-friendly so why on earth would anyone want to unsubscribe?

My advice is to relax and look at your campaign from the reader's point of view. It will help you to understand why your subscribers decided to cancel their subscription. By doing so you will start valuing your unsubscribers more and most importantly embrace the information that they provide.

Here are some facts that you need to accept:

Some are just not interested
In this case, readers are not interested in your content any more either because it is of no relevance to them or because they don't like the information received. Try not to worry too much about it because turning those subscribers from leads into customers is almost impossible. By unsubscribing you are basically told that they are no longer keen on becoming your customer.

However, if they used to be regular customers, please do follow up and find out if they also stopped being your paying customer.

It helps you identify weaknesses
If you usually don't have many unsubscribes and all of a sudden one email marketing campaign generates a never seen before amount of cancellation, you will need to take a hard look at your mailer and find out what could have caused this behaviour. Use the information to your advantage and adapt future campaigns accordingly so that your weakness turns into your strength.

It keeps you on your toes
Use your unsubscribe rate as a wake up call as it tells you that your content is losing its appeal. Try not to be too repetitive, change your subject lines with every email marketing campaign as well as the images used and content provided.

The main message here is that unsubscribes are frustrating but try to use the information provided to your advantage. Always look at the why. It will help you to keep the quality of your campaigns up and your unsubscribe rate down.

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Closures, Launches And Everything In Between

June 7, 2024

To say that the last few weeks have been extremely busy would be an understatement. There has been a lot of change over the last few weeks and we’re still in the midst of it. So, what’s been going on? Some brands were let go. Seven of the bingo brands that I was looking after have been sold to a new owner. This meant a lot of handovers, finishing of campaigns and preparing as well as executing the exit strategy well. It was with mixed feelings seeing these brands go as I’ve been working with them for over eight years. However, feelings aside, it was a very good business decision. Some brands were migrated. On top of handing over existing brands, I also managed to migrate one of our current casino brands to a casino environment that we’re already using with the remaining casino brands. This was actually a very smooth process as most of it was handled by our partner Progress Play. Nevertheless, the CRM journeys had to be updated and we also took this as an opportunity to give the marketing material a bit of a refresh. Two of our bingo brands are being launched at a completely new platform with a company in Manchester called Grace Media. This has been very time consuming as we’re starting completely from scratch. I’m getting to know new systems like XtremPush which I’ve not used in the past. Setting up new CRM journeys, promotions, terms and conditions as well as updating the look and feel of the brands has kept me very, very busy. New brand was taken on. As part of the new partnership with Grace Media , we took on a new bingo brand called BOGOF along side our two brands that we’ve migrated to Grace Media. I had the pleasure of going to Manchester and working with the team for a week. What else? On top of that, I started work with a new Klaviyo customer called Blue Line Abrasives . It’s an industry that I know where little about so it’s great to have their team at hand to assist when I have product related questions. What’s next? Over the next few weeks, things should slow down and settle a bit. Fingers crossed.

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Has it really been three years?

By Christine Foulds • September 22, 2023

On a Friday afternoon, when all the main tasks had been done, I wondered when was the last time that I uploaded content onto my blog? I knew it has been a while, but I would have never thought that it was close to three years. Yikes! It’s one of the key rules of digital marketing to stick to a frequency of posting content online but as everyone can see, I failed. Luckily, the reason puts a smile on my face. I'd always hoped that I would be in this position when I first decided to set up FouldsCRM. I’ve just been incredibly busy. Over the last three years, I’ve increased my client portfolio quite significantly. Here is a quick overview: I started to work with the email marketing platform Klaviyo assisting three of my clients to migrate from Mailchimp to Klaviyo. None of them have regretted their decision and have seen a boost in email marketing sales due to changing the platform. I started to manage the CRM for 8 additional casino brands who use the Progress Play software. This was quite work intensive as we were the first ones to run their own CRM out of all of the Progress Play partners. It’s been an incredible 12 months since we took over the CRM. I welcomed back clients that were lost due to COVID which was really lovely. The travel industry was hit especially hard so being able to work with these businesses again has been really rewarding. I joined Mayple as one of their email marketing experts as part of their partnership with Mailchimp. The project aimed to show existing customers how to use the platform more effectively. Even though I thoroughly enjoyed being part of the Mayple community, I decided a few weeks ago to stop as most of the clients are based the United States. The time difference wasn’t working for me and my family. Family always comes first even though I’d have loved to continue working with the Mayple team. I worked on a few ad-hoc projects. Even though my blog and overall website haven’t been updated as much as they should have been, FouldsCRM is busy and I’m open for business!