10 practical tips to reduce your email unsubscribe rates

10 practical tips to reduce your email unsubscribe rates

One of the really important email marketing metrics is unsubscribe rates.

Of course other factors are also important including open rate, click rate (CTR) and conversion rate (CR), however it is the unsubscribe rate that can tell us a lot about your customers and their preferences, it says what kind of content they like and how often they want to receive updates from you.

What is the unsubscribe rate for marketing?

The unsubscribe rate expresses the percentage of customers who chose not to receive emails after an email marketing campaign.

This is the percentage of potential buyers who are no longer interested in your news, for example if 10,000 emails are sent during an email campaign and 100 customers unsubscribe from your email campaign, the unsubscribe rate will be 1%.

Customers who don’t opt-in may annoy you but this is very common in the world of internet marketing, and unsubscribes can happen for a variety of reasons, so don’t take it personally.

Don’t worry your customer may no longer be interested in the subject lines of your emails, or they are just looking to make their inbox a little cleaner.

After all, the average unsubscribe rate in the industry is around 2%.

See also  The importance of Snapchat's privacy tools in facilitating online sharing

So you can see the correct way to create an email account from over here.

What to look for with a high unsubscribe rate

If your opt-out rate is above average, you should consider it and try to figure out how you can retain customers.

The first thing to do is to study the statistics of the last email campaign that may have caused a bounce, so if your unsubscribe rate hasn’t changed over time, there could be other causes as well.

Let’s take a look at what usually motivates customers to unsubscribe and what you can do about it. By following these tips when developing your email marketing strategy, you can reduce your unsubscribe rates.

1. Frequency transmission

The first thing you need to know is how many emails you send to customers.

Maybe the email frequency is too high and you’re spamming people? Too many messages can easily be mistaken for annoying ads.

Because of this customers will quickly unsubscribe, or even worse, start marking your messages as spam.

At the same time, too low email frequency will lead to the fact that your brand will simply be forgotten.

No one wants to be bombarded with marketing emails or advertisements every day, the optimal email frequency is once a week.

2. Come up with original themes

A good theme should spark interest and curiosity among customers, which will lead to higher open rates.

Make your topics personal, relevant and interesting, avoid boring titles and use your imagination to create unusual subject lines for your emails.

Additionally, your phrases should be short, to the point, and reflect the essence of the message upfront, and the email subject line should spark curiosity and create a sense of urgency.

See also  Best Online Investing Sites - Tips before you start investing online

3. Segment your customers

If you know your customers well, it will be easier for you to satisfy their interests.

Segmentation is the assembly of a mailing list based on certain general criteria, including location, personal preferences, etc. Segmenting your email address base will help you create targeted email campaigns that will interest your customers.

4. Personalize your emails

When you have enough data about your customers including purchase history, date of birth, addresses, etc. you should start personalizing emails and sending them relevant offers.

People will be more willing to read personal messages addressed to them personally.

5. Optimize your newsletter for mobile devices

With more than 50% of your internet traffic coming from smartphones and tablets, you can’t give up on mobile optimization.

Your content should be visually appealing, easy to read, and easy to view across multiple platforms, a poor mobile experience will reflect poorly on the brand and cause more unsubscribes.

6. Use a Double Opt-In

Oftentimes, customers don’t even realize they’ve subscribed to your newsletter, make sure you only have action boxes in your database by offering a two-step signup.

Subscribed customers will need to pre-verify their email addresses so you can be sure they really want to receive emails.

7. Create valuable content

Retaining an existing customer is much easier than getting a new one. If someone decides to leave their email address and sign up for the mailing list, you have to provide them with really valuable content.

The emails you send should be unobtrusive, informative and useful, there is nothing better than high quality content that will delight your customers and reduce unsubscribe rates.

8. Make it easy to unsubscribe

A large email database isn’t always a good thing, especially if you have low open rates and low engagement rates. Although it may seem counterintuitive, having an unsubscribe facility ensures that you have a list of work boxes. Achieve this by providing the ability to unsubscribe. Subscribe with one click.

See also  How to fix "Alternate page with proper canonical tag"

The unsubscribe button should be prominently displayed in the header and footer, it doesn’t make sense to bother the customer by forcing them to search for it or, even worse, to log in, customers should be able to opt out just as easily (if not easier) than they can opt in.

9. Add a selective opt-in and ask for feedback

When opting out, you can provide customers with a selective opt-in option. If users decide to opt out anyway, be sure to ask for feedback that can be used to improve your email campaign and change your marketing strategy. Most customers will be happy to share their reasons for opting out.

10. A/B Testing

If you’re not sure about the subject or design of an email, do some A/B testing.

This is a method where you run an email campaign for one audience and another for another segment, you adjust only one variable that you want to test, thus, you can optimize your email campaigns step by step and identify the most effective emails.


With a re-engagement campaign, you can try to win back customers who no longer open your emails, if you’ve done everything possible and you’re still not interested in some of them, it’s best to remove their addresses from the database.

You will then get a list of engaged clients and be able to more accurately measure your return on investment when organizing email campaigns.

Also you can learn how Create a Gmail account.

Leave a Reply

Your email address will not be published. Required fields are marked *