9 Solutions For Reducing Emailing UnSubscribe Rates

9 Solutions For Reducing Emailing UnSubscribe Rates
January 22, 2020 Marketing Sales

Email marketing comes with unpredictability. Even if you do all right, write the best possible email copy and provide valuable content, people may still unsubscribe. Why? Why?

We’d say, “Who knows! “And just finish the article here, but there are reasons you may have overlooked, and to lower your unsubscribe rate you should identify and solve. If you don’t hit the typical 0-0.5 percent unsubscribe limit, here’s 9 ways to reduce your email unsubscribe rate and keep your subscriber base satisfied.

  1. Provide Permissions

It’s not unusual for email marketers to think any sign-up or even successful targeting means they have an instant card blanche to send whatever email campaign they want to accomplish. And sometimes, consumers agree to sign-up without fully understanding what that entails.

A lack of explicit consent or understanding, however, can lead to misunderstandings when a customer ends up dealing with constant email communication. And the first reaction when receiving emails, you don’t want to subscribe, or even remember? Cancel your subscription.

How to reduce email withdrawal by explicit opt-ins:

In this case, reducing unsubscribe rates means showing respect and requesting explicit consent to receive emails. This can be done either through unique newsletter sign-up forms or, in the case of cold emailing, seek the recipient’s permission to rewrite. As you do, don’t forget to show potential opt-ins what benefit they get from subscribing.

Please note, this does not mean you can remove any possible future subscription. Nonetheless, it ensures that your recipients will now be those who are genuinely interested in receiving your emails and are more likely to become loyal users / clients, and your email unsubscribe rate will be consistently low.

  1. Controlling Email Frequency

Email marketing should be about quality over quantity. That said, who won’t be the first email welcoming the receiver in their morning inbox.

This logic leads to brands bombarding their subscribers with daily emails whose sole purpose is to view and sell, not to improve customer loyalty through valuable content. As a result, customers not only lose their interest, but can become increasingly annoyed with the company, resulting in high spam reporting rates and high unsubscribe rates.

In fact, according to Bright Wave’s 2016 study, 47.1% of millennials unsubscribe because they get emails too often. Nearly half of all unsubscribed!

How to reduce un-subscriptions by fine-tuning email frequencies:

We’ve created a detailed email marketing frequency guide for low unsubscribes and high open rate, which you should definitely check out, but the key is this: if you want to make sure that your email is always in the inbox at the right time, you need to choose the frequency based on your business (B2B or B2C), product type, and subscriber relationship, and know the best time to send.

Yet, my final advice is this: always ask yourself if you have something to say with your post, or just send it because you have to?

  1. Segmentation

Nothing is less fun than an email that doesn’t even cater to your needs. And while you may forgive a generic email, a consistent stream of emails that don’t reflect your interests will make you hit the unsubscribe button. The issue? False segmentation and modification leading to low open and click-through rates and high rate of unsubscribe email.

Reducing unsubscribe rates using segmentation

Segmentation is a must in any marketing campaign and is applicable to platforms as personal as email. Split the audience into as many groups as possible using these parameters:

Preferences and Needs: If your company has something for both CEOs and freelancers, segment the market accordingly to satisfy each group’s needs, preferences, schedules, beliefs and desires; this will help you avoid sounding too generic in your emails and craft email copies that actually convert.

Topics which peak interests: Even if your goal is one-person army, you can still divide your audience by their interests. If you’re having trouble segmenting your audience automatically by interests, encourage subscribers to choose the topics they’d like to receive content on at sign-up.

Location: This will not only let you choose the best time to send your email, but also customize your email according to each group’s cultural specifics.

These are just a few features to segment your audience. You can use any other data collected about your subscribers to create more specific segments.

Catering for your recipient’s needs and making them feel like your emails are specifically designed for them will help lower your email unsubscribe rate.

  1. Content

Expert content is always common, no exceptions. A slump in content quality in your emails usually comes from the previously mentioned incorrect email sending frequency: marketers often scramble to create content that catches the recipient’s eye long enough to notice their offer. If you wonder why people unsubscribe from your newsletter, first know your material has to be scrutinized.

How to use quality content

Don’t share content to create a positive newsletter illusion. Your clients will know what’s going on and won’t take long to unsubscribe. Take your time to create unique shared content. This can be in-depth posts, actionable tips lists, helpful tools, downloadable freebies, and compilations of articles.

This is again a quality-over-quantity case. Study and evaluate the needs and desires of your audience, and use your content to cultivate them into becoming loyal customers.

  1. Mobile Optimization

According to an Adobe survey, 81% of emails are checked on mobile devices, so mobile optimization is now a key element of any email campaign. After all, if an email never displays correctly, how about staying subscribed?

Why Mobile Optimization is effective?

There are some things to consider when considering mobile optimization. Whether using plain-text emails or HTML templates, you need to shorten your subject line and preheader to make it displayable on mobile devices. Hold your subject lines under 30 characters, and enticing enough preheaders for subscribers to open the file.

However, when it comes to email, HTML templates may cause trouble. Although plain-text emails automatically adapt to computers, HTML emails can behave unexpectedly. Therefore, always check your email before sending, or use email review software like Litmus to see how your email will be presented to the recipient.

  1. Personalization Practices

Any email optimization guide and article will definitely mention customization as a must-have step in your email. And that won’t change anytime–88 percent of users say they’re more likely to respond favorably to an email if it looks like it’s specifically created for them. Nevertheless, customization doesn’t just come in the form of a recipient’s name–it can be any details you have about your prospect, such as their job position, important events in their lives, an achievement in your business, and more.

How to use personalization?

Everyone’s special, so treat them accordingly. Every little detail you use pays off, as long as you don’t overdo it. An easy way to incorporate customization into your emails is to use an email drip campaign tool that offers custom variables like Snov.io because it saves you time, is scalable, and makes your emails look human.

Personalized emails not only do better in terms of open rate and CTR, they also show lower unsubscribe rates. At least 10% of people claim to be irritated by too little or no personalization in their emails. A personal touch may be just what your email needs to move attention away from the unsubscribe connection to the CTA button.

  1. Check your SPAM

I’m not thinking about your regular spam search here, we covered that in our spam filter avoidance guide. This is more about how your emails come to the recipient if they get past the filters and land in their inbox. Does the receiver sound reasonable, competent and tidy enough to see it as valuable? And seems a little sketchy?

Even if your email goes beyond spam filters, it doesn’t mean it doesn’t contain spam terms. And very often these words serve as the evil twin of the power words— they challenge your integrity, product, so methods.

Therefore, always check your email for spam trigger words, analyze if your email looks professional and breaks no basic rules of design, and finally see if there’s anything about your offer that raises a lot of questions but doesn’t provide answers. This quick check can reduce spontaneous un-subscriptions. You can also increase your overall defense against spam traps by using verified lead lists only. Find Email Address offers a solution with a built-in business email finder and business email verifier.

  1. Changing Directions

One of the top two reasons people unsubscribe from email is because their content is no longer relevant. Can you say you’re delivering the same content a year ago? 2 Years ago? How about ten? Changing a company’s course or product goals is okay. Ensure your subscribers are on the same page.

When the business shifts course drastically, you can’t stop a high rate of un-subscription. However, if you realize you’re increasingly going in a new direction or trying to encourage a different aspect of your product or service, make sure you progressively start approaching it through the prism of the needs of your subscribers.

This way, you’re more likely to convert your customers to a new direction–after all, you’re always solving their issues and meeting their needs, even if you don’t have the same content.

  1. Changing perceptions on email un-subscribe rates

Not too long ago, I was asked by an email marketer friend who seemed really distressed about their unsubscribe rate. According to them, each email campaign resulted in an unsubscribe rate of about 1 percent, which seemed slightly higher than their industry average.

I asked them to look at who the unsubscribes were: are they big customers? Smaller, consistent buyers? One-time buyers? Many unsubscribers have never made a single transaction and were merely lurkers.

This dramatically changed their view of their unsubscribers–after all, having a unsubscribe link ended up being a self-cleaning solution for their subscription lists, as most unsubscribed users would never have made a single transaction or become loyal customers.

So, don’t be afraid of a high unsubscribe rate if it doesn’t go dramatically above the average unsubscribe rate in your industry–your list most definitely cleans those who have never been engaged enough to make a purchase.


Using any of these approaches can only boost your communications. A loyal subscriber base can be tailored with frequent (but not daily) updates, cover the subscriber’s points of interest, and deliver valuable content. That said, your email unsubscribe rate is unlikely to ever remain at 0%, and neither should –your subscriber list cleans itself from those unlikely to become loyal customers.

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