November 20, 2018
High Unsubscribe Rates: Causes and Reduction
This article explains when and why unsubscribes occur, and provides strategies to reduce them.
Increasing unsubscribe rates are typically caused by stale recipient data, the use of purchased lists, or sending irrelevant content.
Reducing Unsubscribe
-
Maintain Regular List Hygiene
- Remove inactive recipients: Systematically delete contacts who have not opened or clicked emails in several months.
- Optimize deliverability: High engagement signals to ISPs that content is wanted, helping bypass spam filters.
-
Adhere to Strict Acquisition Policies
- Prohibit third-party lists: The use of purchased, rented, or third-party recipient lists is strictly prohibited.
- Verify consent: Ensure every recipient has a prior business relationship or has explicitly opted in to receive communications.
-
Prioritize Double Opt-In
- Implement confirmed subscriptions: use a Double Opt-In to ensure only valid, genuinely interested users are added to the database.
- Reduce negative metrics: Double-Opt-In lists consistently deliver higher open rates and significantly fewer spam complaints or bounces.
