Introduction
Unsubscribes are a normal part of email marketing. Sometimes recipients choose to stop receiving your emails. This is normal, but a high unsubscribe rate can harm your performance and sending reputation.
What is an unsubscribe rate?
- Formula: Number of unsubscribes ÷ number of delivered emails × 100.
- Example: 150 unsubscribes out of 10,000 sent emails = 1.5%.
Causes of unsubscribes
- Too many or too few emails: mailing too often causes irritation, while mailing too infrequently leads to being forgotten. Find the right balance and offer a preference center so subscribers can choose their own frequency.
- Content is not relevant or provides little value: if your emails are not relevant or useful, people disengage. Segment and personalise based on behaviour and interests, and ensure every email offers something of value: knowledge, benefits, or inspiration.
- Poor design or not mobile-friendly: cluttered emails or those that are hard to read on mobile devices lead to drop-offs. Use a responsive, clear template with strong CTAs and readable text.
- Expectations not met at signup: if promised content or frequency doesn’t match what is delivered, people feel misled. Be transparent during signup and deliver what you promise.
How to reduce unsubscribes?
- Personalise your emails: use first names, past purchases, or interests. This makes emails feel more relevant and increases engagement.
- Segment your contacts: don’t send the same message to everyone; instead, send targeted content based on behaviour, preferences, or customer type. This keeps your list engaged and active.
- Maintain a consistent schedule: irregular mailing reduces recognition and leads to higher churn. Choose a clear schedule (e.g. weekly or monthly) and stay consistent.
Frequently asked questions
How do you calculate the unsubscribe rate?
- Formula: Number of unsubscribes ÷ number of delivered emails × 100.
- Example: 150 unsubscribes out of 10,000 sent emails = 1.5%.
