9 Solutions to Reduce Email Unsubscribe Rate

Marketers choose email marketing as their best digital marketing strategy to reach their targeted audience in an effective manner. They build various new strategies and techniques to achieve their goals and targets in digital marketing. Even if everything was planned correctly and the team was working efficiently, still people might unsubscribe.  

Do you know why? If your answer is “Who knows”, then you are not alone. For various reasons, people unsubscribe from your email list. As a marketer, you need to know the possible reasons and take the necessary steps to maintain a good unsubscribe rate.  

This article elaborates on 9 solutions that help digital marketers to reduce email unsubscribe rates and achieve their goals effectively.

What is the Email Unsubscribe Rate?

The email unsubscribe rate refers to the percentage of customers you have lost. These customers will no longer receive your marketing campaign emails. If your email subscription rate is high, then your campaign efforts will not provide you with a positive result.

As a marketer, you should try to reduce your email subscription rate by following various techniques like implementing automation in your marketing platform. With CRM integration, marketers can manage customer data, automate emails, provide customer service, and track the sales automation progress.

Email automation platform provides various features like segmentation, personalization, and analytics. These features help marketers send personalized email content to the appropriate customer list with the help of segmentation. By tracking the progress, marketers can analyze the cause of the unsubscribe rate and make better decisions. They should fix the KPI metrics and track their progress to find whether they are traveling in the right direction.

Why are People Unsubscribing from Your Email List?

There are several reasons that make customers unsubscribe from marketing campaigns.

• Email frequencies: People are very busy in various aspects. Getting marketing emails continuously will make customers feel irritated. This will let them unsubscribe from your email marketing campaigns.   
• Content irrelevant to them: People won’t show interest in receiving and spending time reading irrelevant content for them. Without understanding customer’s expectations, sending irrelevant emails to a vast group of customers randomly will make them leave their subscriptions. 
• Unattractive email design: Email design should be simple and attractive. The theme of the email should be delivered from the design itself. Colors and themes should attract the attention of customers to read them. 
• Email with spam content: The structure of the email should be clearly defined. The spam content should be removed from the email structure. If your email is marked as spam, then your email marketing efforts will not be effective. 
• Poor email content quality: The quality of the email content is very important. The poor quality has a negative impact on your brand and people will unsubscribe when they are not satisfied with this subscription. 
• Complex email structure: Make the email design structure, that will be easy to understand. If it takes more time to understand, customers will not spend their busy time understanding marketing email.

Statistics on Email Unsubscribe Rate

As email marketing is one of the most important strategies in the digital marketing industry, maintaining the unsubscribe rate becomes essential. According to the survey results, the average email unsubscribe rate should be around 0.1% to 0.5% per campaign.

It also shows that over 47% of subscribers unsubscribe from their subscriptions due to receiving too many emails and too often irrelevant content.

How Reducing Unsubscribe Rate Improves Engagement and ROI?

When you reduce the unsubscribe rate, it reflects an increased customer retention rate, better engagement, and increased return on investment (ROI). When subscribers stay on your email list for a long time, marketers can go to the next step of engagement with them which will lead to open rates, click-through rates, and conversion rates.

This will reduce the time spent on building customer lists again and again. It also increases email deliverability which will ensure that your emails reach the subscriber’s inbox not in the spam folders.

By focusing on engagement-driven strategies, businesses can nurture long-term relationships, ultimately leading to higher sales and brand loyalty.

Solutions to Reduce Email Unsubscribe Rate

1. Use opt-in method: The opt-in method is the process of getting acknowledgment from the customer to be added to your email list. Buying a list of emails from external sources will not lead you to reach your goals. This opt-in method will be the best strategy to reach your target audience in an efficient manner. First, choose your target audience, then implement an opt-in strategy and get their email address from the customer in exchange for some valuable rewards. This will help you to retain your subscribers for a long time. 
2. Analyze your customers: Analyze your customers’ behaviors and preferences to understand their expectations. Not all customers will have the same kind of interests. So, marketers should not send all the marketing emails to all their customers randomly.  Personalize your marketing content to be useful for your subscribers. Make the content unique and make them feel it addresses their issues or needs. Irrelevant marketing emails will make them unsubscribe from your email list. 
3. Segment customers: Once you have collected your target audience’s email addresses, segment them based on their interests, demographics, requirements, search histories, previous purchases, and preferences. With this segmentation, marketers can send relevant email content to a group of people instead of sending it one by one. This segmentation will help you to provide the relevant information through your marketing campaigns. This segmentation will help you to reduce the email unsubscribe rate effectively. 
4. Personalize your email content: Not all your subscribers will have the same interests. So, personalize your email content that will serve each subscriber’s requirements. A personalized email will make the customers feel that the email is perfect for them. This will give them a feel that they are valued by your brand. This will reduce the email unsubscribe rate. 
5. Convey your email purpose in the subject line: No people would like to spend time reading marketing emails in their busy schedules. They will spend time only when they feel that this email is for them. So, try to convey your email purpose in the subject line itself. Marketers should provide relevant and understandable subject lines in their email marketing campaigns. Use your subject line as your key to convey your message theme. On seeing the subject line, people will identify that this email will provide a solution for their needs or issues that they are searching for.  
6. Make your email spam-free: If your email contains spam content, then automatically your email will be moved to the spam folder. People will always unsubscribe the spam emails. They won’t like to spend much time reading spam mail. So, if your email is marked as spam then they will automatically unsubscribe from your email list without checking for further clarification. So, check your email content for the availability of spam content. Marketers can use email automation tools to automate these checking processes to avoid your marketing campaign emails being marked as spam. 
7. Fix your email frequency: Even though your personalized emails serve subscriber’s needs perfectly, emails should not be sent very frequently. Marketers should analyze and identify the right time and frequency for their email campaigns. They should fix the frequency and maintain the same so subscribers will not get irritated. At the same time, marketers should also remember that the frequency should not be too long. More than your content, your timing also plays a crucial role in maintaining a good subscription rate. 
8. Offer some valuable rewards: No one will provide you with their credentials without any benefits. So, try to reward your subscribers for subscribing to your newsletter or marketing campaigns with a useful compliment. This reward could be a link to webinars, e-books, user guides, or login credentials for your services. This makes them feel valuable for providing their information and staying with you for a long time. 
9. Collect and analyze feedback: Even though you are providing a perfect email campaign, it is an essential step to collect and analyze feedback from your subscribers. This will provide you with valuable insights that help you to understand your subscribers’ opinions and their expectations. With these insights, you can improve your email marketing strategies to reduce the email unsubscribe rate and achieve your marketing goals.

Conclusion

The email unsubscribe rate is a hurdle for marketers to achieve their goals in the digital marketing platform. Marketers should make efforts to reduce the email unsubscribe rate. This rate will collapse their metrics, and they cannot find the correct outcome of their marketing strategies.

So, they follow strategies like using the opt-in method, sending relevant content, conveying the theme of the email in the subject line, making the email simple and attractive, fixing the right frequency for their campaigns, offering some valuable rewards, and collecting feedback from their subscribers. By leveraging these strategies, marketers can reduce the email unsubscribe rate effectively and enhance marketing efficiency.