Reasons Why Consumers Unsubscribe

Any email marketer worth his salt knows that consumers unsubscribe from mailing lists all the time, and there’s nothing you can do to bring down the rate of unsubscribes to 0%. However, that doesn’t mean you should just throw your hands up in the air and ignore everyone who opts out – there are things you can do in order to minimize unsubscribes or prevent some of the cases. But first, you need to understand the reasons why consumers unsubscribe in the first place:

Emails Come Too Frequently

There are a number of factors that serve as the boundary that separates e-mail correspondence and marketing emails from outright spam, and one of the biggest ones is volume versus frequency. Simply sending emails too frequently that they clog up the inbox will result in many of your subscribers opting-out because it is easier than sorting through their mails. It is always best to set a consistent – but not too frequent schedule for sending out mails.

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Boring or Repetitive Content

It’s supposed to be common knowledge among marketers, but somehow there are still those who are under the mistaken idea that automation means that they can just sent he same boring newsletters over and over. It doesn’t take a genius to figure it out – just put yourself in the subscriber’s shoe; would you want to receive the same old boring emails over and over again? You’ll probably unsubscribe just like most of the recipients of the e-mails.

Subscriber is Already Receiving Way Too Many E-Mails

Sometimes people unsubscribe through no fault of your own – they are just receiving way too many emails already and need to declutter their inbox. They do it by unsubscribing to the lists that they are currently a member off, leaving only the ones that they are still interested in. The only contingency that will prevent this is ensuring that the value your newsletter provides is enough to keep them interested. Keep the content fresh and high quality, and offer information that’s relevant to the newsletter’s niche.

Content Wasn’t Relevant to the User In the First Place

People who unsubscribe because of this reason are a fluke. Maybe they registered by mistake, or maybe they were tricked in some way, but this is one of those cases where you shouldn’t worry too much about losing eyeballs. They are not your target customers, so it doesn’t matter if they opted out of receiving your newsletters – they’re probably not going to buy anything anyway.

User Only Signed Up for One Time Offer

There are times when a subscriber only signed up for one offer, but unsubscribed after getting what he was after. The best plan to avoid this scenario is to employ backend offers, so that you can guide the subscriber deeper into the funnel instead of letting him opt-out once he got what he came for.

Switched to Another Company/Found the Information Through Other Means

Lastly, many subscribers opt out when they switch to another company or if they find another way to get their information. It’s difficult to prescribe a contingency plan for these types of unsubscribes, as the specific strategy will differ depending on the industry, but in general, you have to compete better and ensure that they’re getting the best from your list, whether it’s information, service, offers, or anything else that your competitors may use to steal your customers.


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