When referred to as a percentage your unsubscribe rate probably doesn’t sound very high, maybe 0.2% perhaps? But on a list of 100,000 which you send communications to 100 times a year that’s almost 20,000 people you’re losing – 20% of your weekly send total. It’s always heartbreaking to see people unsubscribe from your emails, but by following best practice, you can prevent those dreaded unsubscribes from occurring. So what are the top reasons why people are unsubscribing from your emails? And what can you do to help prevent your subscribers from opting out of your communications?
Too many emails
I’m sure I’m not the only one who has unsubscribed from emails because I’ve felt like I’m being bombarded with communications in my inbox from the same company. It’s important to get your email sending frequency right, however, this very much depends upon the nature of your industry and what you have to offer to your customers.
A general rule of thumb that works well here is to send communications when you have something of interest or value to your subscribers. However, it’s highly advisable to let the customer decide how often they’d like to receive communications from you, or, at least, be clear on when and why you will be sending them emails. This can be done through the use of a preference centre or as part of your sign-up process, enabling the subscriber to select how often they’d like to receive your communications.