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Guide to Unsubscribe Rate



Unsubscribe Rate

Unsubscribers are the two sides of a coin. One side indicates that you would have users unsubscribing from your service or email, which is not good for you. And the other side indicates that your email list will be doing self-cleaning as you have already removed unsubscribers from contacting you. However, it is more of getting unsubscribers to subscribers which benefits you in a lot of ways to Unsubscribe Rate. In this blog, you will know about the Guide to Unsubscribe Rate.


According to marketers, unsubscribe rate is used to measure the success rate of the email campaign just like other factors such as open rate, click-through rate, etc. You can track your unsubscribe rate after every email campaign using SendPulse.

Unsubscribe rate basically cleans up your email list. It means that users who are not engaged with your campaign would face no communication from your side. However, the more unsubscribe users you have will result in more damage to your reputation.

What is a Good Unsubscribe Rate?

An unsubscribe rate below 0.5 % is said to be the standard and good for any email marketing campaign.

  •   Unsubscribe rate below 0.2% indicates you are within the boundary
  •       Unsubscribe rate above 0.5% indicates that you need to put in a lot of efforts

In this article, we will discuss 7 top tips to help reduce your email unsubscribers, so without further ado, let’s dive straight into it.

7 Proven Ways to Reduce Unsubscribe Rate

Segment Subscribers

It is essential to deliver your message to the right audience at the right time. Segmenting your email list can help you assist with that. You can segment your email list into three different categories as follow:

  •   Segmented
  •   Unsegmented
  •         Highly-segmented

Here, a highly-segmented email list will have a fewer contact list compared to an unsegmented email list which may include lots of c ontacts. You can segment your email list using any type of data. Based on customers’ behaviour, age or location, you can target people across the world.

A study conducted by Klaviyo tell s that a highly targeted campaign always works as it has better average open rates, click through rates, and average revenue per recipient.

In order to derive actionable and effective segments, you need to break them into two parts. You can define segments based on two primary conditions. The first will see a person’s past purchase, product amount, abandoned cart history. The second condition will be related to users’ demographics. 

Use Combination of Single and Double Opt-ins

You might be wondering what’s the difference between double opt-ins and a single opt-in? As a normal internet user, these terms may sound a little complicated, but aren’t actually.

A single opt-in only means that the subscribers do not have to confirm their subscription at the time of initial sign-up process. On the other hand, double opt-in means that the subscribers do have to confirm their subscription by clicking link provided in the email which was sent to them at the time of sign-up.


There are pros and cons of using both. If we talk about single opt-in; it is the easiest and fastest route to build an email list. However, as it doesn’t require second-time confirmation, this could be fearsome for subscribers’ privacy. Apart from this, your email address could end up having lots of unnecessary data which may damage your sender’s reputation.

Double opt-in offers more quality aspects and helps you communicate with subscribers as you will be sending the confirmation email to them. However, double opt-in saw slower results when it comes to overall growth. Besides, sometimes, the email address gets lost if the subscribers never confirm or complete the sign-up process.

Prepare Relevant Content


You must apply effective content practices or you can use content marketing tools while preparing an email. You are already done with the segmentation of the email list, now you need to send an email that converts readers into your potential clients or buyers. So, how can you do that using relevant content? 

First and foremost, you need to define your goal. Your email must reflect what type of end result you want to achieve. For example, you can use content that focuses on boosting your revenue or increasing your social media shares. 

After setting up your goal, you need to think about how you will get there. You need to define strategies that can help you achieve your goal. For example, if you want to increase your revenue, then your content should be relevant to the product sale and promotions.

Always look to research what actual users want? How much are they ready to spend on a specific product? In the case when you want to boost your revenue through your ground-breaking product, you should priorities users’ behavior and prepare content relevant to it. 

A decent subject line always entices the receiver to read or open the email. It is as important as the content in the body of your email. An email with a blank subject would end up in deletion. Hence, everytime you send an important email, you must consider providing a unique and catchy subject line to get your email opened.

The important question is what you can add in your subject line? Basically, a standard subject line would contain 3-5 words, 20-22 characters and 1-3 emojis. Most of the email subject lines are generally written in title case. However, we recommend you to write a line for a normal human being. Here’s how you can create a unique subject line.

  •   Use less words to write subject line
  •   Make it personal
  •   Say “Thank You”
  •   Use proactive copy
  •   Capitalizing words
  •       Use false scarcity



7 out of 10 market ers believe that sending personalised email is more effective in engaging customers. Personalised email also has six times higher transaction rates. Every day, there are countless emails being sent to users across the globe. But, personalisation can provide a positive impact on your customers.

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There are many ways to create a personalised email in order to increase customer engagement. Following are some of the tactics that you can use to create such email:

  •   Write an email as you are writing to one person
  •   Create conversation as you talking to your favourite customers
  •   Ask for feedback to build a trust factor
  •   Make open conversation
  •         Be transparent

Email personalization would require you to have the names and addresses of visitors. For this, you can run an opt-in campaign to get numerous email addresses and add them into your email list. These names and addresses can be used to personalize your email which will ease down your marketing efforts.


Optimize for Mobile


Except for office workers, most of the emails are opened on mobile devices. And, this number will increase day by day because of the amazing features that smartphones have. Hence, optimizing your email for mobile devices is essential to increase customer engagement. There are many simple ways you can apply to optimize your email for mobile.

Pay attention to preheader text: As discussed earlier, we all know how important the subject line is for email to get read or opened. Similarly, the preheader text appears to be as important since these texts come before the body of your email and contain important highlights of your email.

Keep content short: You would hardly have enough time to catch the reader’s attention. 3 to 5 seconds it will take for users to decide whether he/she is going to read your email or delete it. Always use attractive call-to-action buttons and place all important text above the body. Following are a couple of examples of how you can optimize content to make it appear more effective.

  •   Make icons and call-to-action buttons touch-friendly
  •       Enlarge fonts and shrink images in your email.

 Ask for Feedback

You should always consider what customers think about your products or services. They must have their own opinions regarding the product and by giving them a chance to express their views will only benefit you to review your service. If you think you need to ask your subscribers about the product, you should never step back. It is the most effective way to build sustainable relationships with your customers. 

The same thing applies to the users who don’t subscribe. Even if you set your goal to make them click a button, do not let them leave without asking the reason or how you can be better in the respective field. You may ask what forced them to unsubscribe to your services. All in all, you need to maintain proper communication with the visitors.


We hope this article will help you understand everything about unsubscribe rates and how you can engage more customers using email marketing campaigns. Do share your views in the comment section below, and for more  latest content, keep visiting our site.

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