How To Keep The Unsubscribe Rate As Low As Possible

Especially, email marketing promotes the increase of your conversion rates and the traffic on your website like no other marketing method. Therefore, it is even more important to have all important reports, as well as the unsubscribe rate, at a glance. You cannot prevent your subscribers from opting out. Nevertheless, with the following tips you will be able to keep the unsubscription rate as low as possible.

Written by Hannah Krüger

6 Tips On How To Reduce Your Unsubscribe Rate

What Is An Average Unsubscribe Rate?

The average unsubscribe rate is 0.52% according to a study by SignUpTo. However, the rate varies by industry. In e-commerce, the unsubscribe rate can be as low as 0.1% when daily deals and coupon codes are sent.


Why Do Users Unsubscribe From My Newsletter?

  • You send too many emails
  • Your emails look like spam
  • Your recipients rate your content as irrelevant
  • Your content does not match the preferences of your subscribers

You Can Reduce Your Unsubscribe Rate With The Following Strategies

1. Build a preference page

If a subscriber wants to unsubscribe from your newsletter mailing list, he clicks on an unsubscribe link, which is usually placed in the footer. From here, he is redirected to a landing page. This so-called preference page is intended to provide the user with various options before opting out. The following options can be offered:


  • select and change preferred topics
  • pause newsletter for a limited period of time
  • change from daily to weekly rhythm
  • update email address
  • unsubscribe completely (double opt-out)

Using a preference page achieves a win-win situation. On the one hand, you get important customer information that you can use to optimize future campaigns. On the other hand, your subscribers receive more targeted content, which builds trust and increases conversion rates. Even if a user unsubscribes anyway, you can refer to your other social channels so that a relationship can be maintained regardless of the newsletter distribution list.


2. Ask for feedback

To still benefit from your unsubscribers, you ask, during the unsubscribe process, why people don't want to receive any more emails. This should be a simple question that can be answered quickly via multiple choice. Future campaigns can thus be adapted to the constructive criticism. For example, if your users repeatedly state that they receive too many emails, you should reduce sending and limit content. Campaign optimization not only reduces future unsubscribes, but also improves customer satisfaction.


3. Segment email lists by content 

Already during the sign-up process or even on the preference page, your users can specify their preferred topic areas on which they would like to receive newsletters from you exclusively. Preferred topic areas include blog posts, discount promotions, software update notifications, etc. Your subscribers will receive only the emails that interest them. Using this method, you will avoid disturbing your recipients with irrelevant information. Furthermore, you should make sure to make your content exciting regardless of the topics. Offer personal coupons, invitations to local events or discount promotions on birthdays to keep the relationship alive.


4. Make onboarding interesting 

It often happens that users unsubscribe immediately after signing up or after some time. Their expectations of the newsletter were not met. In this case, it is important that the onboarding, the so-called registration process, is interesting and informative. Here, it should be clearly conveyed what awaits the user after signing up. Here it should be clearly conveyed what awaits the user after registration. This can be the receipt of coupon codes, lotteries, news about new products or updates and blogposts etc. Your promise should definitely be kept. If you do not meet the expectations of your recipients, you will look unserious and contradictory. The consequence: your unsubscribe rate will increase. So only mention the benefits that your users will actually receive. You will build trust, which will have a positive effect on your unsubscribe rate.


5. Motivate inactive users again 

Some recipients will never unsubscribe from your newsletters even though they don't interact with your content or never open your email. Such behaviour has a negative impact as soon as you want to analyse your email campaigns after sending. Open and click-through rates remain low even after constant optimization. To solve this problem, you can either delete inactive users from the backend on your own or notify them that they will be deleted from the mailing list soon. Place a CTA button below this message that triggers a click to remain on the mailing list. Another strategy to engage your subscribers to interact is personalized offers. Place a large unsubscribe button under these promotions as well that your users can click if they are not interested.


6. Check devices and email clients

The majority of your emails are likely to be opened via mobile view. Therefore, make sure that your designs are displayed correctly on all devices (desktop, notebook, tablet, mobile). Slipped text, non-linked buttons, images that don't display, or broken grids look unprofessional. Your advertising message is not conveyed clearly, which causes unsubscribes to increase. Different email clients can also cause these problems. With JUNE, you can easily test the display of all email clients as well as all devices. What other factors are important for the analysis of your email campaigns, you can read here


You can't always interpret and influence the behaviour of your own users. Your recipients are constantly changing their preferences for no significant reason. Be aware that your performance doesn't have to be to blame for an opt-out. Pay attention not only to the unsubscribe rate, but also to all other email reports to keep optimizing email campaigns.



You should use these 4 email metrics