Why do people unsubscribe from my newsletter? Although any email marketer hates to see people unsubscribe from the newsletter, it’s a reality that has to be dealt with.

For each published newsletter there will always be a number of people who for one reason or another no longer wish to be subscribed to the newsletter. It can be a bitter pill to swallow people to have people unsubscribe from the newsletter you have worked so hard on – and at the same time you may lose a customer.

And you can not help thinking about what you might have done differently in the latest newsletter to prevent these people from unsubscribing. Did you not send a relevant enough newsletter? Did you send at the wrong time? Did you send too often? Did you rarely send?

The average unsubscribe rate is globally at around 0.5%, but of course it will be different from industry to industry. As a starting point, you can say that if your unsubscribe rate is below 2%, the numbers are relatively normal and there is no big reason for alarm.

But, of course, you would like to reduce the number of people who unsubscribe from your newsletter because the price to acquire new customers is significantly higher than the price of maintaining customers. So of course, it is in your best interest to keep customers as long as possible once you get them. A lost customer rarely returns.

Instead of seeing the negative in this fact, it is about learning how to keep people on your newsletter. Here are 9 tips that can help you keep people on your email list and make sure they do not unsubscribe from your newsletter:


1. Be consistent in the frequency of broadcasts

One of the main reasons why people unsubscribe from your newsletter is because they feel bothered. Perhaps you:

  • Did not send a newsletter for a very long time and suddenly send one out of nowhere
  • Changed the frequency of broadcasts from few to many, or vice versa
  • Sent newsletters without any real schedule for certain broadcast times

It is therefore about always keep a constant flow so people know they receive something from you – and very much when. See below.


2. Tell how often you send the newsletter – Or let people decide

It is always important to set the expectations. Therefore, make sure that people know how often you intend to send mail to them. Write it on the website or the popup where they sign up for your newsletter. Or write it in your Facebook Lead Ads in the sign up process. And be sure to repeat it in the double opt-in mail and / or ‘Thank you for signing up’ the mail that the person receives.

You can also give people the option to choose how often they’d like to receive the newsletter. Give your recipients, say, the opportunity to receive once or 4 times a month – or maybe even several times a week.

You can also choose to send a campaign to your inactive recipients on your list, and ask them to respond to how often they would like to receive the newsletter. It can be a way to get re-engaged them and in a way that they themselves prefer.

Remember to observe this frequency. Otherwise, you will disappoint your receiver, and we’ll be back at point 1, as mentioned above, where you’re not consistent in your broadcasts, which ends up annoying people and thus unsubscribes from the newsletter.


3. Test the broadcast frequency

You may not always be lucky enough to get people to tell you how often they want to receive the newsletter – or at what times.

Therefore, be sure to check your data carefully to see what triggered an unsubscribe. Was it when you sent morning or evening? Was that when you sent Monday or Thursday. Or was it when you sent 2 mails 2 days in a row?

Keep in mind that the recipients may have different preferences for when they want to receive an email from you and the pain limit for when they feel bothered can be very different. It is therefore important to work with a lot with segments and look at the data for the individual segment.


4. Segment your newsletter list

Sending newsletters to segments is a good idea in several respects. Among other things, it can greatly affect the Open Rate, Click-Through Rate and conversion rates very positively. But also in the attempt to prevent people from posting the newsletter, segmentation can be used advantageously.

Segmenting your recipients gives you the advantage that you have the greater opportunity to make content, which is better targeted to the recipient, which in their eyes is valuable content and not just noise.

Segmenting your recipients gives you the advantage that you have the greater opportunity to make content, which is better targeted to the recipient, which in their eyes is valuable content and not just noise.

Perhaps you have data in your platform that you can use for the segmentation, but you can also choose by signing up for the newsletter to ask the person what type of content he or she is interested in. For example, whether it’s only for offers, new items, events, new articles and guides or something else.

By sending newsletters to segments, you also get the advantage that your data analysis will be something more exact and valid as you look down into segments and not over a wide range.


5. Provide channel exclusivity

You probably have more customers who follow you on Facebook as well as subscribed to your newsletter. But why should they really continue to receive your newsletters if they already get the same information on Facebook? Keep in mind that their inbox is already filled with newsletters from a sea of ​​other companies and organizations and you simply do not want to waste time on newsletters that contain information that you already receive elsewhere.

Therefore, make sure you communicate different things in your channels so that you get an exclusive experience in each of your channels – and that you have reason to follow you in several places. This ensures that if you lose a customer in one of your channels, you probably stay in one of your other channels.

Make sure that there are really strong offers or decisive gifts for those who subscribed to the newsletter. It must be such that they know that there are new and exclusive deals that they just can not miss! It may be that you, say, four times a year, offer a really strong sales run where you need a discount code, which you only get if you subscribe to the newsletter.


6. Offer alternative ways to follow you

If you still happen to lose a sign up for the newsletter, you should do what you can to keep them. Make sure to link to other places where you can follow you, like Facebook, LinkedIn, YouTube, Twitter or something else. Also, keep in mind the other benefits that may be following you on the other channels.


7. Optimize your mails for all devices

Always check to check your mails before sending, so that they look good on all devices. Do you check for example, use a tool like Litmus to test how your newsletter appears on both computer, tablet and mobile as well as in the various email programs like Outlook, Gmail, etc. You may risk that the newsletter does not look nice on all devices – and that can significantly increase the risk of unsubscribing.

Make sure your email template is optimized for mobile devices. Studies have been made that show that about 70% of emails that are not optimized for mobile are deleted. Imagine how many people subsequently unsubscribe from the newsletter if they occasionally experience newsletters that are not optimized for the mobile phone.

Take a look at the statistics in your Email Marketing platform to get an idea of ​​how many people open your newsletters on a mobile device.


8. Optimize the size of the newsletter

Although most people today have good network connections, it is still important to pay attention to the size of your newsletter. It is important to keep the size as low as possible. Nobody likes to wait for a newsletter to be loaded. You may be traveling abroad where the network connection is poor, so make sure you do not use too large and heavy images and that items that load loads on your phone are not used.


9. Offer a parting gift

Should it nevertheless come so far that the person unsubscribes from the newsletter, try one last step. When you send the email that they have now unsubscribed from the newsletter, you can offer them a farewell gift from your webshop as a thanks for loyally following you through the time. Choose between 2-3 different products or free shipping, a good discount on next order or something else. Hopefully something that will allow him to reconsider their subscription.

And if you can, however, reverse the decision to unsubscribe, please remember the point number 6 above – further highlight the other channels you can follow, such as Facebook, YouTube or anything else, and what benefits they get to try to keep the person in your network.

Finally, consider asking for feedback so you know how to improve and try to ensure fewer unsubscribes in the future.

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