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In today’s time, improving customer retention is a real concern. InsightSquared estimates that it can cost you anywhere between 5 and 25 times as much to acquire new customers than to keep existing ones. On the contrary, if you minimize the churn rate by 5%, then there is the probability of profit enhancement by 25% to 95%. With email marketing, the business will drive more conversions than any other marketing platform, and there is never a crucial time to reduce email unsubscribe rates within your business.

However, in business, reducing email unsubscribe rates is crucial for the success of email marketing campaigns. If subscribers leave your list, they are not finding valuable content on the site. So, in this blog, we explore how to reduce email unsubscribe rates and keep your subscribers engaged.

How to Reduce Email Unsubscribe Rates for Email Marketing Campaigns?

Here are a few steps that allow you to reduce your email unsubscribe rate:

Segment Your Email List

Your email list is one of the most precious marketing assets of the business. After all, it is a direct communication path between you and your targeted customers. Thus, it’s crucial to segment the email list. Email segmentation helps you to send more targeted and authentic emails which are likely to be opened and clicked. However, customers will likely take action when the business sends more relevant and targeted emails. So, by segmenting the list, you can improve email marketing output.

Personalize to Send Relevant and Valuable Emails

Personalization is the cherry on the segmentation. Spilling up potential customers and then targeting them with personalized email is a strategy that becomes a must in your marketing plan. When a business sends quality content to the right user base, it engages more customers and builds trust among them. Quality engagement and reliability will help in reducing unsubscribe.

Optimize Email Design

When it comes to email design, then there are a few things to remember in terms of optimizing messages:

  • Ensure email structure is easy to read and navigate
  • Keep the subject line simpler and shorter
  • Use images and graphics as too much will make your messages clear and make it easier to focus on content.

Therefore, by following these points, you can ensure the design structure is effective and attractive.

Keep Email Content Short and to the Point

In email marketing, content is king, and it doesn’t mean lengthy content is always impactful. So, keeping email content shorter and more precise allows you to reduce the unsubscribe rate. The main purpose should be to offer valuable content in each email, like tips, discounts and early access to new products. By offering useful content to subscribers, you can keep them engaged and less likely to observe them hit the unsubscribe button.

Use Triggered Emails

Triggered emails are a very effective way to reduce the number of unsubscribe. A triggered email, by definition, is an automatic email sent to a recipient after they have taken a certain action. You can, for example, set up a trigger email to send out a welcome message to newly subscribed subscribers or a discount code to subscribers that abandon their shopping cart. They are also more likely to get opened and clicked on than standard promotional emails because they are personalized and relevant. Along with the steps, businesses should know a few important things about. So, let’s discover it.

How to Calculate Unsubscribe Rate?

The formula is to Divide the number of unsubscribe and the number of emails sent by 100 percent.

Unsubscribe Rate = Total number of unsubscribe      x100

Total number of deliveries

Keep an eye on unsubscribe rates to learn more about the people who read your emails, what they enjoy and how you could improve it. With this in mind, the unsubscribe rate benchmark is 2%, per industry norms.

What is Good Unsubscribe Rate?

The “unsubscribe rate” refers to the percentage of recipients who choose to unsubscribe from a mailing list or email subscription after receiving a message. The ideal unsubscribe rate can vary depending on the industry, target audience, and specific circumstances. However, a lower unsubscribe rate is generally considered better because it indicates that subscribers are engaged and find value in the emails they receive. While there is no universally defined benchmark for a “good” unsubscribe rate, many organizations aim to keep it below 1% as a general guideline.


It’s easy to grow an email list. Create high-quality, original content, drive traffic (using white hat SEO techniques), then capture email addresses from visitors. But how do you keep your readers interested and eager to read your marketing materials?

That’s another story. Remember that your readers are real people with goals, pain points, and challenges like you. Every time you send out an email, keep this in mind. If you’re doing this, and have the best interests of your audience at heart, then they will be happy to reciprocate.


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