Prevent High Email Marketing Unsubscribe Rate- Essential Guide

Email marketing unsubscribe rate rings a dreadful bell. No marketer wants to lose a subscriber. You start worrying, wondering what went wrong with your campaign. 

What if we told you losing a subscriber is not necessarily bad news– at least until it becomes consistent. So, what does an unsubscribe rate mean? And how can you keep it at the barest minimum? 

This article is your all-in-one guide to managing your unsubscribe rate efficiently. 

What Is Email Marketing Unsubscribe Rate?

The email marketing unsubscribe rate is the percentage of people who have opted out of receiving emails from a company or organization

Generally, losing subscribers could be hurtful. The thought of prospects shunning your content and seeking the tiny unsubscribe link below is unimaginable. 

However, it could be a one-off occurrence or an indication that your email campaign isn’t airtight. 

That’s why you need to know each email campaign’s unsubscribe rate. 

How To Calculate Unsubscribe Rate

The formula for calculating your unsubscribe rate is simple. Divide the number of unsubscribed people by the total emails delivered, then multiply the result by 100. 

This will give you the percentage of subscribers who have opted out of receiving your emails. 

For example, if 1,000 emails were delivered and 7 people unsubscribed, your subscription rate is 0.7. Note that 0.5% is an acceptable unsubscribe rate. However, this is merely on generic grounds. The average unsubscribe rate varies from sector to sector. 

Research the acceptable rate in your industry to ensure you measure your success accordingly. 

Based on a 0.5% benchmark, a subscription rate below 0.2% is quite reasonable. But with 0.5% or more, you have to retrofit your email campaign. 

What can you do differently? Check the next section for an answer to that question. 

How To Reduce Unsubscribe Rate

Unfortunately, you have a high opt-out rate for your email campaign. What next? 

black iphone 5 on white surface
Photo by Solen Feyissa on Unsplash

Below, we’ll walk you through tricks to reduce your unsubscribe rate drastically. 

1. Segment Your Subscribers

An effective way to sift the message sent to each subscriber is segmentation. This all-time email marketing trick ensures that your prospects only receive relevant and engaging content.

It also lets you send emails at the right time for maximum engagement.

For instance, you can segment your subscribers based on location, age, previous purchases, mode of email subscription, etc. 

When recipients get only emails specifically for them, they are less likely to unsubscribe. 

2. Determine The Goals of Your Emails

First, you need to determine the goals of your email. Is it informational? Do you need your subscribers to click a CTA? 

When you decide on your email’s value, make it obvious in your messages. 

If your subscribers struggle to deduce the goals behind your email, you may lose them. 

3. Craft Great Subject Lines

What makes an excellent subject line? It all boils down to your audience. But from experience, a subject line should check this list:

  • Brief
  • Compelling 
  • Personalized 

After creating your emails, evaluate the subject line without sentiments. Would it have enticed you if you were in your subscriber’s shoes? 

If the sincere answer is no, give the subject line a facelift.

4. Personalization:

First, we hope you got your subscribers through an opt-in campaign. Great! That’s the easy way to know each subscriber by their first name. 

Now, that’s only a fraction of what a personalized email entails. How would you write a message to your best friend? Draw inspiration from that feeling and craft an appropriate email. 

If the email feels or sounds custom-made, there’s a heavy chance they would bond with you. Good news: loyal customers don’t unsubscribe. 

5. Email Frequency

Speaking of loyalty, you need to be consistent with your emails to build such loyalty. However, you should strike a balance between being a nuisance and sending only a few inconsistent emails.

You don’t want your subscribers to feel choked, nor do you want them to forget you. 

With a perfect frequency, you may end up with converted customers who look forward to your messages. 

6. Offer Incentives, Discounts And Exclusive Messages

Of course, you need to give them something to look forward to. 

Don’t always send emails to make a request. Appreciate them randomly with gifts and discounts (not at the expense of your business). 

Such thoughtfulness makes them feel valued. And there’s no way anyone would let go of a brand that makes them feel important. 


Email marketing offers businesses a wider reach and increases conversions. However, keeping an eye on your unsubscribe rate is important, as this can indicate how well your campaigns are performing. 

If your unsubscribe rate is off the chart, you need to launch an emergency strategy overhaul. It’s bad for business. 

Don’t forget to include these simple tips in your new campaign. 

Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.

WhatsApp Marketing Message: Full Guide to Better Campaign

WhatsApp’s reach may not be as extensive as email’s, but it’s a personal mode of advertising. Need to create awareness…

February 24, 2023

Boost Marketing Results With Seo And Email Marketing 

SEO and email marketing are two highly rewarding marketing channels. But they can certainly be intertwined to produce explosive results.…

February 24, 2023

Guide To Email Marketing For Manufacturers Solutions

Email marketing for manufacturers is a core inbound marketing channel that drives success in the industry.  Marketers have used emails…

February 24, 2023

Get Creative With Interactive Email Marketing Strategy

Interactive email marketing fosters customer loyalty.  Emails should inspire your prospects or leads to form a connection with you. Only…

February 24, 2023

7 Great Valentine’s Day Email Marketing Ideas

Valentine’s Day is a time of celebration and romance. As marketers, we have an opportunity to connect with our customers…

February 24, 2023

Guide to Best Email Marketing for Nonprofits

Email marketing has become a powerful tool for nonprofits, providing an economical way to communicate with their members and donors.…

February 24, 2023