That customers unsubscribe from newsletters or similar programs can have different reasons. Nevertheless, it is helpful not to always look for that reason on the unsubscribers side, but first of all by yourself. Mostly there is still much potential for improvement to keep subscribers. That is why we have gathered some tips that can help to reduce unsubscribes.

1. Offer different options

Even at the registration there is a lot you can do in order to prevent unsubscribes. The subscriber should be able to understand clearly what he is signing up for. Not every subscriber is interested in all types of messages, so it can be helpful if you have the option to choose between different topics while registering. For example the subscriber can decide whether he wants to be informed about special offers or regularly.
2. Is less more?
To find out about that, it is helpful to test the frequency. Does the subscriber interact more with the email and open it more often if he receives fewer emails? Or does he lose interest then? This is determined easily by frequency tests. How often a subscriber is contacted determines whether or not he signs off because he is annoyed, for example. You can find out more about the topic of testing in email marketing in our article: 50 things you can test in email marketing.
3. Let the subscriber decide for themselves
To let subscribers manage their profiles by themselves can save a lot of work for the company. If the subscriber has the possibility to decide at any time how often and with which content he wants to be contacted, the relevance of the mailings increases for him and the probability of an unsubscribe decreases. It is also a good option to allow breaks. If the subscriber interrupts the newsletter dispatch for 2 weeks, he may notice what he is missing.
4. Request feedback
Even if a there are unsubscribers this can still provide crucial information. Before the subscriber gets the possibility to unsubscribe it’s easy and effective to ask him for the reason. A click more or less will not matter to him, but for you this last input provides crucial information to optimize your newsletter dispatch and not make the same mistake again. If the subscriber is asked for a feedback after he has already unsubscribed, he may not have the interest anymore to give you the information. Often multiple choice forms from which the subscriber can select one or more points are very effective (see picture). This helps to make the process quicker but it does not cover every individual reason. So it is helpful to also provide a text field where the subscriber can enter his / her personal feedback.

Feedback Request for unsubscribers.

Example for Feedback from unsubscribers.

5. Prevent any unsubscribes that occur accidentally
It probably happens rarely but if a subscriber unsubscribes by mistake, he may not make the effort to sign in again. Therefore, the last step should always include an extra confirmation field. “Are you sure you want to unsubscribe from our newsletter?” Depending on the design of this question, even a person who really wants to log out can turn around. For example: “Do you really want to leave us and miss xy?”
6. Marketing automation for greater efficiency
In email marketing marketing automation systems can be really useful. Marketing automation allows a more efficient communication based on user profile data and with streamlined processes. For example automated reactivation campaigns can reactivate users which did not react to the communication for a long time. Find 14 marketing automation templates are in our blog.
7. Segment the target group
Each recipient is different and is interested in different content. Using data to adapt email content and frequency can be worthwhile in order to increase the relevance for the recipients. This ultimately increases the interaction and interest in the company and other messages.
8. Determine who is a potential unsubscriber
It is necessary to define criteria for a potential “withdrawal” to initiate appropriate counter-steps. Once potential unsubscribers meet the criteria, the person is moved automatically to a specific recipient group which receives specific reactivation campaigns.
9. Test the subject line
The subject line is what each recipient sees first and thus contributes significantly to whether the email is opened and read or not. If there is a special offer or interesting information, this has to be part of the subject line. To find out which subscriber is interested in what kind of information, A/B testing is necessary.
10. Relevance and attention to all channels
Not only in email marketing, but on all channels, whether online or offline, a company should build attention and relevance. This is achieved by versatility, showing the benefit to the recipient and sometimes by a pinch of humor.

More about the unsubscribers rate in a free download

Unsubscribes are measured using the so-called unsubscribe rate. Further interesting key figures on the subject of email marketing are to be found in our free Whitepaper: 25 Key email marketing key figures.