How do I prevent people from unsubscribing from my email lists

In this guide we will learn about unsubscribing rates, why people unsubscribes from your list and how to avoid it. Read out to learn more.

How do I prevent people from unsubscribing from my email lists

Without question, email is the ideal approach to communicate with customers. It's one of the most budget-friendly marketing ways, but are you doing everything you can to reach into its maximum potential?

With Facebook, Twitter, Google+, Instagram, Pinterest and several more outlets to reach out to clients, advertisers continue to ignore email.

However, according to McKinsey & Company's analysis, email is still the most common online practice, and 91 per cent of customers review their emails regularly.

This is opposed to just 61percent of people visiting social media platforms. In comparison, the vast majority of adults choose to accept email marketing messages.

In this guide, we're looking.

But first, you should know.                                                                       

What does unsubscribe indicate?

In email marketing, unsubscribing involves excluding the email address from the business mailing list to accept any more emails or correspondence. Each email campaign must provide an unsubscribe connection to provide subscribers with the opportunity to delete themselves at a certain time.

What is the Unsubscribe Rate?

The unsubscribe rate is a statistic that calculates the number of users who opt-out of the mailing list. The unsubscribe levels of less than 1percent is deemed to be in the industry norm.

Unsubscribe rate per cent = No. of unsubscribers / no. of Emails sent x 100.

What's the Good Unsubscribe Rate?

The avg unsubscribe rate will largely rely on the market you are in, but anything below 0.5 per cent is considered good, while 0.5-1 per cent is considered fair but can be improved. Campaign Monitor finds the average unsubscribe rate of.17 per cent to be positive for their company!

High unsubscribe rates may suggest different issues – you may be contacting the wrong users, the quality of your email material may be bad, your emails may not function on smartphones, or they may be sent at a wrong time.

There are a variety of email marketing strategies that you may use to reduce the number of unsubscribes. However, a fluctuating or slowly growing unsubscribing rate can still be seen as a red flag.

Now, as you know the basics of unsubscribing, let's understand why people unsubscribe from email lists.

Why People unsubscribes from email lists

  • 69 per cent Too many business or organizational emails
  • 56 per cent The contents are no longer relevant
  • Fifty-one per cent The content wasn't exactly what I planned.
  • Forty-nine per cent found the contents to be repetitive.

If you can see, the option to opt-out of these customers has little to do with their understanding of the company and much more to do with the broader email marketing approach.

When customers sign up to such preferences and interests, they often have varying perceptions of what they will get. If you fail to meet those standards, you will be less likely to keep your friends involved and raise your odds of making them unsubscribe from your list.

1. Your subject lines look spammy.

People want to think on the subject lines. 

Although the advertisers paid to enhance their subject lines for all the importance, they may have gone a little too far.

The ideal "subject line" depends on your intended audience. For certain audiences, the emoji is going to make them press and be content. For other viewers, the same subject line can make them go looking for the unsubscribe connection.

The distinction is not a matter of raw subject line scripts, but a complex interpretation of your own audience.

If you really know your target audience and want to communicate with effectively, you're going to customize your subject line accordingly.

Gmail's spam filter is outstanding for sorting stuff out for you.

Yet humans still provide a filter for email spam. It's a lot more subjective, more workable, and more vulnerable to mistake, but it does exist.

Here are some of the features that often lead people to classify the subject line as spam:

  • All caps lock letters
  • Over Usage of emoji
  • Overuse with points of exclamation
  • Symbols of Dollar
  • Words such as "free," "award," "fund," "deposit," etc.
  • Broad lines of the subject (more than 40 characters)

The internal spam filter of someone is different.

That's why knowing the audience is key to developing a kind of subject line that compels rather than repels.

In short, to ensure that the audience does not unsubscribe, obey this subject line advice:

  • Get to know the audience
  • Customize your email subject line to their wishes and interests
  • Be mindful of sensationalizing your subject lines
  • Be reluctant to use the tempered subject lines

2. You are not personalizing your content

Studies continue to show that customized email marketing provided a major improvement in purchase rates and sales. But it makes economic sense to target the posts.

Personalizing messages will also help discourage readers from unsubscribing.

Why? When they receive information that is important to them, they perceive a bond with the sender (you) and feel respected as a person.

Here are five easy ways to configure your messages:

  • Welcome your subscribers by the name, "Hey (Name of the person), here's a new product that we think you're going to enjoy!"
  • Deliver special deals and promotions to parts on the email list – and let them know it's only for them.
  • Tailor to their gender – let your male clients know about the selling of men's denim.
  • Celebrate your customers birthday! Give a customized birthday greeting on the big day. Include a celebration coupon or a deal on additional brownie points!
  • Track the customer's website usage and tailor emails based on their habits and lifestyle.

3. You are sending emails too frequently.

According to study results, "receiving many emails" was by far #1 reason people wanted to unsubscribe from a mailing list. The underlying problem behind sending so many emails may include:

  • Forgetting to convey the frequency of your email in your opt-in form
  • Sending out emails more often than you initially promised
  • Trusting that your customers want to hear from you more often than they do.

How to avoid it

Build a well-spaced nurturing campaign that gives your consumers time to absorb the details you're giving them. Spacing emails every week or once every other week is a successful practice. You want to keep top-of-mind, but you don't want to make them think you're filling their inbox.

When you have a promotion plan and scheduling installed, you can schedule them in your marketing automation tools to go out depending on stimuli, such as a sign-up or website visit. Then, you should test various email cadences to discover the most suitable space for your audience.

Also Read: Timing is everything: best time to send your email campaign

4. Emails Not adapted to reader preferences.

Emails not adapted to subscriber preferences skip the email mechanics mark-formatting, language missteps, computer and not mobile, etc. Or in other situations, the reader signed up to accept a certain form of correspondence but then added to other lists they did not wish to be on and then excluded from the email preferences hub.

See how this will drive users to unsubscribe?

Solution: Establish a "Email Preference Center" so that your readers can select where, how, and what they wish to receive from you. And get to understand your subscribers through your email analytics. Pay heed to the following:

  • Period of day that generates the most effort
  • Devices on which your newsletters are read such that you may change the formatting
  • Where readers are based and will offer insight into the language and possibilities for the newsletter to be translated into various languages.

Also Read: How to Deal with Common Email Marketing Mistakes?

5. Too large or too short content

Unsubscribing due to various too large or too short content makes sense on the surface. Submitting a 5 thousand words long newsletter = bad. Sending a one-sentence newsletter = terrible. But at its core, the discussion of "too large" or "too small" content depends on consistency. If the material is valuable, subscribers can read every word and cry for more.

When your five-sentence newsletter communicates a nugget of insight that raises sales, do you think readers will care how long it takes? Solution: Create content that teaches, educates and encourages people. Yet, above all, emphasis on consistency. People like to read emails that are straightforward, succinct, and scalable.

Take a look at your analytics to see the subjects that your community has proved to care about. If you don't know what constitutes consistency, reach out to some of your most active readers and gather reviews through surveys or phone calls.

How to avoid peoples to unsubscribe from my email lists

The unsubscribe rate is a vital metric that can be measured through any email campaign, as it lets you evaluate success and gauge customer interest in your brands and promotions. It's still one of the most unpleasant indicators that advertisers need to contend with, but there are ways to enhance it:

  • Keep the mailing list up-to-date: make sure you only connect with people who have decided to receive emails from you and constantly refresh your list with fresh leads. New subscriptions are typically more active and willing to take part in exclusive deals.

  • A/B test email sending time: it is important to establish certain patterns that become normal by sending the emails on a daily basis at certain hours. A/B tests will help you refine the pace, quality and style of your emails to provide the highest results

  • Build value: one spammy email will cause a big spike in your to unsubscribe rate and harm to your brand. Often aim to provide the subscribers with useful, original content that will win their confidence and appreciation, and that will be accompanied by sales.

  • Optimize for phones: as emails open on mobile devices are skyrocketing, taking mobile devices into account at an early stage in the design process would help you minimize the unsubscribe rate and tap into a massive pattern that shows no signs of decline.

  • Keep the unsubscribe connection visible: subscribers should still have the option to opt-out of the mailing list if they no longer want to accept emails from you.

  • Through keeping the unsubscribe connection visible and available, you can prevent spam complaints and retain a good picture of your company. It's not uncommon for subscribers to return back after a while, so let them go on the right terms.


To recap, the five most important reasons why people unsubscribe from your email list are:

  1. Your subject lines look spammy.
  2. You are not personalizing your content.
  3. You are sending emails too frequently.
  4. Emails Not adapted to reader preferences.
  5. Too large or too short content

Email is always enough, so followers don't forget about you, just not so much that they unsubscribe with anger. Get the timing correct. Check a series of different times and calculate the answer.

Finally, listen to the suggestions from the clients. Get reviews on social media for thoughts and ideas. Communicate with your subscribers, let them know they're respected, and in exchange, you'll get some helpful suggestions to enhance your campaigns.

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