Effective ways to reduce unsubscribe rate and enhance your email marketing


By Aniruddh Parmar

Oh! Marketing.

Regardless of the size and nature of your business, marketing is one thing you need to do to gain recognition in the market place where thousands like you also exit. Apart from the quality of your service/product, it is the marketing strategy that attracts consumers.  Marketing plays a vital role in the decision-making process for consumers.  If your marketing is good, you can even sell lemon products.

As we are living in a digital world, the marketing process has also got its fair share in this digitalization era.  Nowadays, email marketing is a bad thing.  Businesses of all sorts use it in abundance as it is cost-effective, result-oriented, and easy.  However, customers today have become very fastidious and unsubscribe from any email notification over a drop of a hat.

When a user unsubscribes,  you can no longer be in touch with them. High email unsubscribe rate is something that businesses can’t ignore.

If you are also facing the wrath of high email unsubscribe rate then these tips might help you.

Stop sending frequent emails

One of the main reasons behind the high unsubscribe rate is too many emails. If you are sending your customers emails every now and then, you have high chance to get unsubscribed. If you are also doing this then stop it now.  If you want that your email marketing should be relevant and impressive then make sure that you are sending emails only about important kinds of stuff. Occasions like end-of-season sales, the launch of new products and anything equally important needs to be posted. Emailing your customers about every single step will surely put them off, and they won’t hesitate to unsubscribe you.

To prevent this, it is essential to understand the set of customers that need to be notified. For example, buyers, who haven’t engaged with you for more than 30 days then they surely need an email. However, the buyers that have made a purchased last week only need some time to gather its further requirement. So, you should let him do first.

Your emails are not relevant

If your email unsubscribing rate is on the rise then its time to introspect the relevancy of your emails. Recent studies have found that more than 50% of customers unsubscribe emails because they are receiving irrelevant emails. E-commerce industry tops the list in this category.  To stop this situation, it is important to understand the customer behavior first.

For example, if a customer has browsed for westerns dresses on your online clothing store then there is no point sending those emails about the ethnic wear launches. Relevancy of the emails is a crucial factor behind unsubscribing.

Make your content crisp

Content is King. It is very important that the content of your emails are crisp, interesting, and attractive. You should never clone your content. If you are sending your customers emails with repetitive content, then they will surely find you boring and click the “Unsubscribe” button.

Email frequency testing is a must

You are human only. You can’t keep count of every single email that you send.  Sometimes, one customer can get numerous emails in a day while other’s inbox remains vacant. If this is happening then the chances are high that you will witness a high unsubscribe rate. It is recommended that you start using email frequency testing. Using frequency testing will help you know who is receiving what.   It is also very helpful to maintain the optimal email frequency for the communication and reduce unsubscribing rate.

Change the format

Do you always send emails about your services and products? 

If you are only sending emails about services and products, then your customers will soon lose interest in them. It is suggested that you  change the format of your emails from time to time. Send  emails about feedback, suggestions and any other inputs. These sorts of emails make them feel valuable and prevent them from unsubscribing.

About the Author

Aniruddh is a digital marketing executive at SoftwareSuggest. Loves to dig deep into new ways of marketing and branding. Ready to grab a cup of coffee anytime, if you want to talk about tech, cars, businesses or cricket.


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