6 Reasons Why You Lose Subscribers And What You Can Do About It

You know the following scenario: You are motivated to work on a new newsletter. You send it off and what happens? The first unsubscribes accumulate. That can be frustrating. But unsubscribes can help you learn a lot and optimize a lot. We'll show you how.

Written by Hannah Krüger

How You Can Learn From Unsubscribes

You know the following scenario: you are motivated to work on a new newsletter. You send it off and what happens? The first unsubscribes accumulate. This can be frustrating, but it doesn't have to be. Because if you know why subscribers unsubscribe, you can optimize your newsletter and achieve great success. In this article, we've compiled the most common reasons for newsletter unsubscribes for you.


1. You send too many emails

2. Uninterested recipients

3. The interests of the recipients have changed

4. Your e-mail list is not segmented

5. You send too much advertising

6. The email user experience is poor


1. You send too many newsletters

Finding the right sending frequency can be frustrating. Unfortunately, there is no mailing frequency that is right for everyone. The industry, the product, and the customer:group (B2B or B2C) is critical.


If they send too many newsletters, your subscribers will feel overwhelmed. The result: they unsubscribe.



Our tip

Simply ask your users how often they want to receive the newsletter. A small survey is suitable for this. Furthermore, you can already ask for the optimal sending frequency during the opt-in process. Create a small selection in the registration form. Here your users can choose whether they want to receive your newsletter daily, weekly or monthly.


2. Uninterested recipients

Many people complain about too many newsletters. This is understandable if you get a message from the same sender four times a day. But many people also complain when they receive a newsletter only once a week.


Actually, there is something completely different behind it. They are not interested in the newsletter because they are not part of the target group. Some users sign up even though there is not much interest at all. Nevertheless, perhaps a special offer or a discount code has convinced them.


The result: disinterested recipients inside of in your email list.



Our tip

Quality over quantity: A clean email list is worth a lot. Clean your email list regularly and delete the users who have not interacted for a long time.

Continue to make sure that you are also conveying value with each email. Send useful and exciting information to your target audience. This will keep the unsubscribe rate low.



3. The interests of the recipients have changed

It's natural: people get interested in something, and at some point they lose interest. Changing life circumstances can lead to this. A person will not be interested in baby clothes until the end of his life. Unfortunately, there is nothing we can do about that.


4. Your email list is not segmented

It doesn't do you any good to sell cat food to a dog owner or tell a vegan about your new yogurt. People have different interests and preferences. If you receive irrelevant content, unsubscribe. That's why it's so important to know your audience.


With the help of segmentation, you can ensure that your subscribers only receive relevant and exciting emails. For example, segment your email list by gender, age, location, interest, or hobby.


You want to know more about segmentation? Here's more info.



Our tip

Create a questionnaire to get to know your recipients better. For example, ask about gender, interest and preferred shipping frequency. With the help of this data, different customer groups can be formed. This enables you to send targeted content to the appropriate customer group. Your newsletters look more relevant and personal. This keeps your users away from the unsubscribe button.


5. You send too much advertising

Promotions and discount codes are all well and good. But daily offers are just annoying and look unserious. Animations, GIFs, videos and bright colors can overwhelm the user. The result: recipients unsubscribe. Here, less is more. Make sure you have a consistent design and send useful information such as tips and tricks about your product in addition to promotional emails.



Our tip

The right balance between advertising and useful information is super important. Sales notifications and exciting offers should not be missing, of course. But also think about blog posts, surveys, announcements, or links to success stories.


6. The email user experience is poor

In addition to sending frequency, content, and personalization, design is critical. After all, first impressions count. If errors accumulate regularly, it can be very frustrating. For you, but also for your recipients.


Ask yourself the following questions before sending:


  • Is the overall impression right?
  • Are the texts easy to read?
  • Have the right colors been chosen?
  • Does the email look correct on all devices?
  • Are buttons linked correctly?
  • Are the images displayed without errors?
  • Do images load quickly?

An optimal e-mail experience can be ensured by:


  • Clear structure
  • Appealing design
  • Clear, unambiguous message with short formative text
  • Exciting CTA buttons that work
  • Responsive design
  • Vivid images that load quickly
  • Exciting headlines

How to solve individual e-mail problems in a targeted and easy way, you will learn here.



Our tip

Our JUNE templates are equipped with great designs and colors and a clear structure. All templates are also optimized for all devices. So you don't have to worry about an error-free display.



Successful email campaigns thanks to A/B testing