If your studio is experiencing higher opt-out rates when adding new leads to Connect, there are several potential reasons for this trend:
1. Lack of Genuine Consent
- Unverified Consent: Leads may have been added without genuine consent. This can occur if the consent was not clearly obtained or if leads were added from sources where consent was not explicitly given.
- Cold Leads: Adding leads who have not shown interest or have been cold for an extended period can lead to higher opt-out rates. These leads might not remember their initial consent or may not be interested in the current outreach.
2. Blanket Messaging to Large, Old Lists
- Outdated Contact Lists: Sending messages to large, outdated lists can result in high opt-out rates. Leads that have not engaged with your studio for a long time may find the messages irrelevant or intrusive.
- Lack of Personalization: Blanket campaigns that do not cater to the specific interests or needs of the recipients can increase opt-outs. Personalized and targeted messaging is more effective in maintaining engagement.
3. Perceived Irrelevance or Intrusiveness
- Irrelevant Content: If the content of your messages does not align with the leads' interests or needs, they are more likely to opt out. Make sure your messaging is relevant and valuable to the recipient.
- Frequency of Communication: Excessive or poorly timed communications can lead to frustration and higher opt-out rates.
4. Previous Negative Experiences
- Past Negative Interactions: Leads who have had negative experiences with your studio in the past may be more inclined to opt out.
5. Poorly Managed Opt-Out Requests
- Inadequate Opt-Out Handling: If opt-out requests are not processed efficiently or if leads experience difficulty opting out, they may become frustrated and opt out in larger numbers.
Here are some actions you can take:
- Ensure you have permission first.
- Only send messages to mobile users who have provided consent (opted-in) to receive messages from you.
- Have a clear introduction.
- Ensure that your messages clearly identify who is sending the message.
- Maintain your contact list.
- If you are sending messages to users repeatedly over a long period of time, check in with your recipients at least once every 18 months to ensure they still want to receive messages from you. The mobile number you are sending messages to may have changed owners, or the recipient may not remember giving consent to receive messages from you.
- Actively manage your contact list
- Process the daily deactivation file. Once a customer deactivates their phone number, you no longer have consent to send to that number.
- Revisit your consent processes.
- Spikes in opt-outs can be an indicator that there is something that needs to be corrected in your consent or opt-out mechanisms.