How to Reduce Your Unsubscribe Rate

Wouldn’t it be great if nobody ever unsubscribed from your list? It’s easy to fantasize about a world where every subscriber is a paying customer, and everybody loves you and your company forever.

That is a fantasy. Unsubscribes are a part of life in the world of email marketing. Sometimes people unsubscribe because they’re not in the market for your products or services. That can be a good thing because you won’t be paying to send email to people who aren’t interested in what you’re selling.

But sometimes, people unsubscribe for other reasons. They could be in the market for your products — and they might buy them if your emails were engaging. If you have a high unsubscribe rate — the all-industry average is 0.1% — and you want to change that, here are some methods to reduce your rate and keep your subscribers on the hook.

Stop Sending So Many (or So Few) Emails

How often are you emailing your subscribers? There’s a sweet spot that allows you to stay on their minds without irritating them.

I’ve sometimes subscribed to a list that emails me every day. That’s too much and I’m likely to unsubscribe, if only to keep my inbox under control. I’ve also had the reverse experience, where I sign up and the emails come so infrequently that by the time a message…