Email marketing for businesses today remains one of the most popular and efficient online marketing channels. However, if you are constantly losing subscribers, it is not easy to create an email list.

According to Insight Squared, buying a new customer will cost you 5-25 times more than retaining an existing one anywhere. 

On the other hand, when you increase the turnover rate by as little as 5%, you can raise income by 25% to 95%.

With email marketing, you can generate more sales than any other advertising channel but email unsubscribe rates is a new challenge for marketers now.


The fact is that you can’t stop subscriber from opting out of your emails completely, but with a few tested techniques you can reduce them

So, in this article, I’m going to discuss, how other marketers are reducing the unsubscribe rate of emails:

1. Use of double opt-in and single opt-in: 

A single opt-in simply means that the client is not required to confirm their subscription. The client will check with a double opt-in, usually by clicking on a link sent to them after completing the initial sign-up form. 

Single opt-in is easier for the user and the simplest way to create a registry, but they also have no respect for the privacy of your subscribers. And, it could quickly clutter your email address with bad data, destroying your reputation as a recipient. 

Double opt-in offers better protection for database quality and the opportunity to communicate with subscribers via confirmation email immediately. The only drawback of the double-opt-in process is that it leads to slower growth in the list and possibly lost email addresses as some clients can simply not complete the sign-up process.

2. Segment your Subscribers:

Segmentation of email is important because it allows you to provide your subscribers with only the most appropriate, personalized content. The more specific your segments get, the better you’re able to deliver content that speaks directly to their interests, make a scene from which they don’t want to get out of from their inbox.

Let’s understand it with an example: Suppose you’re reading anarticle, opting for a discount, or entering a newsletter, and or anything and then find out that material is irrelevant to what you signed up for initially.

Indeed, it’s the most common reason people cancel emails so what’s the solution? 

Use segments to send targeted emails. Although sending personalized emails goes beyond the reach of this post, one of the best practices of email marketing is segmenting your subscribers directly after your newsletter has entered.

3. Unique Content:

A drop in the quality of content in your emails usually results in a high unsubscribe rate. Advertisers frequently struggle to create content that will catch the recipient’s eye long enough to notice their bid. When you wonder why people are unsubscribing from your email, you must first understand that your content has to be attractive.  

How to reduce with unsubscribe rate with unique content:

Don’t share content just to create an illusion of a regular newsletter. The clients will know exactly what’s going on and it won’t take long to cancel your subscription. Alternatively, take your time to create unique content that can be shared. This can include in-depth articles, actionable suggestion lists, and valuable tools, freebies that can be downloaded, and compilations of posts 

Again, this is a quality over quantity case. Explore and evaluate the needs and desires of your audience and use the content you share to nurture them as loyal customers.


• Fifty percent of marketing influencers reported that the most successful email marketing strategy is personalization.

• And 37% found data segmentation to be another effective email marketing strategy for Personalization. 

• Nonetheless, a study found that by exploiting personalization, 82 percent of advertisers experienced an improvement in their email open rates. 

These numbers clearly show how personalization has an enormous impact on your email campaigns ‘ success. So, it’s clear that if you have good personalization then your subscribe rate would be higher.


Only those people will stay connected to you, which wants your services and sending your email to the right person on the first attempt is very difficult. If you count on others to randomly forward your messages to the right people, then you’re fooling yourself. 

You need to connect with the one person who is most likely to benefit from what you deliver and who has the authority to decide to work with you

Contact the developer directly if you reach out to small businesses. If you go out to bigger companies, finding the right applicant can be hard. 

On finding the right name, you can use the tool “Find Email Address to locate the email address of your prospect. It is the best email finder and email verifier tool in my opinion.

Moreover, If you’re not sure that the person you’ve contacted is the decision-maker or the right influencer, you can include a line in your email that says something like, “If you’re not the person who’s in control of[ your topic] at[ company], can you get me in contact with the individual who’s in charge?” This may increase your chances of getting to the right person even if you’ve targeted the wrong person.


Recently, I got a question from a friend who is an email marketer, he seemed very worried about their level of Un-subscription rate. According to them, any email campaign has an average rate of un-subscription is about 1 percent, and their company seemed a little lower than the standard. 

I asked them to look that un-subscribers are your big customers? Consistent purchaser? Or Single-time buyers? It turned out that most of the un-subscribers are those which not made a single purchase, and they were just lurkers. 

This changed his whole view of how to view their un-subscribers–after all, providing a unsubscribe link ended up being a self-cleaning solution for their subscriber lists, as most unsubscribed people would never have made a single purchase or become loyal customers

So, don’t be scared of a consistent unsubscribe level if it doesn’t past the industry’s average unsubscribe rate–the list will most likely pick itself up from those who have never been involved in enough purchase anyway.

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