{"id":4419,"date":"2019-08-23T10:52:25","date_gmt":"2019-08-23T07:52:25","guid":{"rendered":"https:\/\/snov.io\/blog\/?p=4419"},"modified":"2025-11-26T15:40:05","modified_gmt":"2025-11-26T12:40:05","slug":"email-unsubscribe-rate","status":"publish","type":"post","link":"https:\/\/snov.io\/blog\/email-unsubscribe-rate\/","title":{"rendered":"How To Reduce Email Unsubscribe Rate: 9 Solutions"},"content":{"rendered":"

Email marketing comes with a grain of unpredictability. Even if you do everything correctly, write the best email copy possible, and provide valuable content, people still might unsubscribe. Why?\u00a0<\/span><\/p>\n

We could say<\/span> \u201cWho knows!\u201d<\/span><\/i> and just end the article here, but the truth is there are reasons you may have overlooked, and to lower your unsubscribe rate you should identify and solve them. If you\u2019re not meeting the average unsubscribe rate of 0-0.5%, here are 9 ways how you can reduce email unsubscribe rate and keep your subscriber base happy.<\/span><\/p>\n

\n

Outline:<\/p>\n

1. Permissions<\/a>
\n<\/span>2. Email frequency<\/a>
\n<\/span>3. Segmentation<\/a>
\n<\/span>4. Content<\/a>
\n<\/span>5. Mobile optimization<\/a>
\n<\/span>6. Personalization<\/a>
\n<\/span>7. Spam check<\/a>
\n<\/span>8. Direction change<\/a>
\n<\/span>9. Change your view on email unsubscribe rate<\/a><\/span><\/p>\n<\/div>\n

1. Permissions<\/b><\/h2>\n

It\u2019s not uncommon for email marketers to believe any sign-up or even good targeting means they have an automatic carte blanche to send any email campaign they want to achieve their goals. And sometimes, customers do provide consent at sign-up without fully understanding what that entails.\u00a0<\/span><\/p>\n

However, this lack of <\/span>explicit<\/span><\/i> consent or understanding can lead to misunderstandings when a customer ends up having to deal with persistent email communication. And the first instinct when facing emails you don\u2019t want or even remember subscribing to? Unsubscribe.<\/span>
\nHow to reduce email unsubscribe rate through explicit opt-ins:<\/span><\/p>\n

Reducing unsubscribe rate in this case is all about showing respect and asking for explicit consent to receive emails. This can be done either through specific newsletter sign-up forms or, in the case of cold emailing, asking your recipient for consent to write again. As you do so, don\u2019t forget to actually show potential opt-ins what value they will receive from subscribing.<\/span><\/p>\n

Please note, this doesn\u2019t mean you will eliminate all possibility of someone unsubscribing in the future. It does, however, mean that your recipients will now be those who are actually interested in receiving your emails and have a higher chance of becoming loyal users\/clients, and your email unsubscribe rate will be consistently low.\u00a0<\/span><\/p>\n

2. Email frequency<\/b><\/h2>\n

Email marketing should always be about quality over quantity. That said, who doesn\u2019t want to be the first email greeting the recipient in their Inbox in the morning.\u00a0<\/span><\/p>\n

This logic leads to brands bombarding their subscribers with daily emails, the only purpose of which is to be seen and to sell, not improve customer loyalty through valuable content. As a result, subscribers not only lose their loyalty, but can become increasingly annoyed with the brand, leading to high <\/span>spam report rate<\/span><\/a> and high email unsubscribe rate.\u00a0<\/span><\/p>\n\n\n\n
 <\/p>\n

\ud83d\udca1About 44% of recipients unsubscribe because they get emails too often. That\u2019s almost half of all unsubscribes!<\/strong><\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

How to reduce unsubscribes by fine-tuning email frequency:<\/span><\/h3>\n

We have created a detailed guide on <\/span>email marketing frequency<\/span><\/a> for low unsubscribes and high open rate, which you should absolutely check out.<\/span><\/p>\n

But the gist of it is this: if you want to make sure 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 relationship with the subscriber, and know the <\/span>best time to send emails<\/span><\/a> (and yes, we give the exact day and time for maximum opens and conversions ?).<\/span><\/p>\n

Yet, my final advice is this: always ask yourself whether you actually have something to say with your email or are you sending it just because you have to?\u00a0<\/span><\/p>\n

3. Segmentation<\/b><\/h2>\n

Nothing is less exciting than an email that doesn\u2019t even appeal to your needs and desires. And while you may forgive one generic email, a consistent stream of emails that don\u2019t reflect your interests will sooner or later make you hit the unsubscribe button. The problem? Wrong segmentation and personalization, leading to low open and click-through rates, and high email unsubscribe rate.\u00a0<\/span><\/p>\n

How to reduce email unsubscribes through segmentation:<\/span><\/h3>\n

Segmentation is a must in any marketing campaign and is especially relevant for channels as personal as email. Split your audience into as many groups as possible using the following parameters:<\/span><\/p>\n

    \n
  • Preferences and needs<\/i><\/b>: if your product has something for both CEOs and freelancers, divide your audience accordingly to be able to cater to the needs, interests, schedules, values, and desires of each group; this will help you avoid sounding too generic in your emails, and craft <\/span>email copies<\/span> that actually convert.<\/span><\/span><\/li>\n
  • Topics of interest<\/i><\/b>:<\/span> even if your target is a one-person army, you can still split your audience according to their interests. If you\u2019re having a hard time automatically segmenting your audience by interests, allow subscribers a choice of topics they\u2019d like to receive content on at the sign-up.<\/span><\/span><\/li>\n
  • Location<\/i><\/b>: not only will this let you choose the best time to send your email, but also customize your email according to the cultural specifics of each group.<\/span><\/li>\n<\/ul>\n

    These are just a few characteristics you can use to segment your audience. You can use any other data you have collected about your subscribers to create even more specific segments.\u00a0<\/span><\/p>\n

    Catering to the needs of your recipients and making them feel like your emails are specifically crafted for them will help bring down your email unsubscribe rate.<\/span><\/p>\n

    4. Content<\/b><\/h2>\n

    Unique, expert content is always popular, no exceptions. A slump in content quality in your emails usually comes from the previously mentioned incorrect email sending frequency: having to put out a daily or weekly newsletter, marketers often scramble to create content that will catch the eye of the recipient long enough to notice their offer. <\/span><\/p>\n

    If you\u2019re wondering why people unsubscribe from your newsletter, realize your content must come under scrutiny first.<\/span><\/p>\n

    How to stabilize unsubscribe rate with quality content:<\/span><\/h3>\n

    Don’t share content just to create an illusion of a consistent newsletter. Your recipients will know exactly what\u2019s happening and won\u2019t take long to unsubscribe. Instead, take your time creating unique shareable content. This can be in-depth articles, listicles of actionable tips and useful resources, downloadable freebies and article compilations.\u00a0<\/span><\/p>\n

    This is once again a case of quality over quantity. Research and analyze your audience\u2019s interests and preferences, and use the content you share to nurture them into becoming loyal customers.\u00a0<\/span><\/p>\n\n\n\n
     <\/p>\n

    Did you know you may create an impeccable email copy with Snov.io AI Email Writer<\/strong><\/a>? All you need to do is to mention what\u2019s special about your brand and offer, and the tool will create a well structured, personalized email with an engaged subject line in seconds:<\/span><\/p>\n

    \"Snov.io<\/span><\/p>\n

    You can choose among a variety of instructions (e.g. write an email, enter custom prompt, change tone, etc.), email types (sales email, upsell email, follow-up, etc.), and email focus (e.g. focus on pain points, focus on needs, etc.), to make the email copy most relevant to your goals.<\/span><\/p>\n