Updated: Oct 20, 2019

The unsubscribe rate is one of the key metrics in email marketing. It indicates the ratio of recipients who have unsubscribed from the newsletter after a mailing to the total number of emails sent. The deregistration takes place via the legally required unsubscribe link.

The unsubscribe rate serves as an indicator of the quality of the newsletter. If the unsubscribe rate increases after a mailing, the content was probably not suitable for the

target group or the sending schedule is too frequent.

The average unsubscribe rates range between 0.3 and 1%. If it is higher, it is advisable to analyze the reasons and take countermeasures.

Here are 8 tips for lowering the unsubscribe rate.

How to reduce the unsubscribe rate of your newsletter by 50%

The unsubscribe rate of a newsletter is a symbol of the quality of the content. Of course, if almost no one unsubcribes for years, the sender has probably been meeting the taste of the recipients. But if suddenly the unsubscribe rate increases massively, of course, this has its reason.

For newsletters, therefore, a concrete goal is to reduce the unsubscribe rate or keep it as low as possible . This article will give you some tips to help you - but also 3 things you should not do!

1. High quality content, little advertising

The most important factor in lowering the unsubscribe rate is the content of the newsletter. If you send interesting, valuable, useful content that adds real value to the audience, you generally have a lower unsubscribe rate than if you send too much business information. Too much advertising is a common reason for unsubscribe rates. Mix good content with advertising. Examples of good content:

• checklists

• Technical articles

• Recent innovations in the industry

• interviews

• videos

• Tips and Tricks

• Downloads

• Etc.

2. Ask unsubscriber for the reason

Who better to ask why the unsubscribe rate is rising than someone who is unsubscribing right now? So, on the page the user comes to or when they click the unsubscribe link, set up a query of the reasons for the optout. Optimal for this is a dropdown menu with frequent reasons, for example:

• no interest in the topic anymore

• too frequent newsletters

• Content uninteresting

• Topics too little tailored to my interests

3. Select correct delivery frequency

In addition to bad content, unsubscribing is often due to the fact that you simply bother users with mailings too often. Even someone who likes to read your emails and thinks they are good in principle, will unsubscribe when his inbox is overflowing. You therefore need to determine the optimal dispatch frequency. Generally, 1x / month is a good rule of thumb; however, this can vary greatly depending on the topic, target group and industry. Analyze your opening, subscribe and unsubscribe rates at different sending frequencies and ask your recipients specifically which frequency they find most comfortable.

4. The right recipients

The content is important - but even the best content will not work if the recipients are the wrong ones. The better you choose the recipients, the lower the unsubscribe rate. Especially if you buy addresses, you will suffer from high unsubscribe rates. However, if you set up your recipient via the double opt-in procedure with real added value, the unsubscribe rate will generally be lower.

5. Refer to the unsubscribe link

Include in the newsletter a note why the recipient is receiveing the newsletter at all. Especially if you rarely dispatch (less than every 4 weeks); recipients easily forget why they even get mail from you and in such cases the click on the unsubscribe link happens quickly. However, some people inform recipients in the email why they receive this e-mail. For example, something along the following lines:

You are receiving this newsletter because you registered on 12.05.2015 with the e-mail address john.smith@example.com. This Newsletter provides you every 4 weeks with the latest information and tips about ABC.

6. advise against unsubscribe

It is also advisable to put a similar note around the unsubscribe link, something along the lines "You can unsubscribe, but you will miss out on the advantages ..."

7. Personalize

Very good for reducing the unsubscribe rate also helps to personalize the mails. That starts with a personal address and goes up to individual content segmented by interests. Anything that gives the impression of a mass mail usually leads to lower unsubscribe rates.

8. Let frequency be selected

Companies that send out very frequent advertising know this: after a few weeks, many users will unsubscribe again because there are just too many emails. Clever companies offer preferred frequency options to recipients prior to the final unsubscribe confirmation. So for example instead of 3 times a week only once every 14 days. If the recipient decides to do so, he will be included in a separate list, which will then be emailed less frequently. So you can still retain some of those recipients, who wanted to unsubscribe, in the distribution list and they may stay for years.

You should not do that!

The above 8 tips will help you lower the unsubscribe rates. For what you absolutely should not do, read now.

1. Omit the unsubscribe link

One could come up with the idea to simply omit the unsubscribe link in the newsletters. So the unsubscribe rate could be reduced, right? Remember by doing this first of all you annoy the user which makes sure that your emails are just marked as spam (the beginning of the end for each newsletter distribution), and secondly you are violating the rules. It is legally required to integrate an unsubscribe link. You should also heed this ...

2. Do not accept unsubscribe

Technically, you could solve it so that they can unsubscribe, but still not be deleted from the mailing list. Do not play with fire here. If someone wants to unsubscribe from the newsletter, their e-mail must really be deleted, without any ifs or buts. Everything else is spam!

3. Ignore

You could just ignore the unsubscribe rate. Simply disregard, will settle by itself. This is the wrong way, of course. Use the unsubscribe rate as a learning opportunity to create better and more successful newsletters. After all, sending mailings is not an end in itself, but should achieve a specific goal (selling, branding, customer retention, etc.). But as more and more people unsubscribe, your mailing list shrinks over time.

Also note that not all unsatisfied users will unsubscribe. Some will simply delete the mails or put them on the blocked or spam list. The unsubscribe rate is the visible warning signal for such a development. Take it seriously!

  • Wirya Hassan

The email open rate is the percentage of newsletter recipients who actually open the mailing.

The problem with this important measure is that the email software usually measures the open rate with the help of a counting pixel. This means that an invisible 1x1 pixel image will be inserted into the email. As soon as this image is called, the software detects this call and evaluates the mail as open. Many e-mail programs (especially Outlook, but increasingly also Thunderbird and other programs) do not load pictures in emails or ask the recipient to unlock the pictures. Thus the counting pixel is not loaded and the mail can not be considered as opened, even if read by the recipient.

This means: especially in the B2B sector, where many recipients use Outlook, the email open rate is not really a reliable indicator anymore. In reality, the emails are read by more people than the opening rate indicates.

The opening rate is usually between 20 and 50%. Higher values are rare. A rate above 30% is commonly considered good.

  • Wirya Hassan

We tested the best email marketing software and newsletter tools and with this comparison offer a transparent view of the advantages and disadvantages of the four best

providers GetResponse, MailChimp, CleverReach and Newsletter2Go

The best newsletter software websites

E-mail is an effective channel in the world of online marketing. Anyone who builds an interest-based list and effectively applies it can increasingly gain independence from

Google and Facebook as a traffic channel. However, in order to do so in a sustainable and scalable manner, the use of reliable newsletter software should be considered, which

meets all functional requirements and helps to maximize the conversion rate. In the following comparison, our impressions and experiences with the four most common tools are


What can newsletter tools do?

A newsletter tool supports all problems related to e-mail marketing. For example, the provider provides an entry field for the opt-in, which visitors / readers can use to

subscribe to the newsletter. In addition, it has an autoresponder, can automatically categorize people into different lists, send circulars and track clicks.

Features such as A/B testing and landing page creation are provided by CleverReach and test winner GetResponse . Corresponding features help sustainably promote one's own

service or product via e-mail.

GetResponse - Newsletter software with the largest range of functions

With GetResponse, you decide on a true premium provider in the field of email marketing. Of particular note is that GetResponse includes a tool for designing squeeze pagings

(landing pages for address generation). Thus, within a few moments, you can create a page that effectively collects visitors' email addresses and integrates them into a

recipient list.

Perhaps the most important feature of GetResponse is A/B split testing. This feature allows different versions of an e-mail to be designed and sent to shared recipient lists.

Then you get detailed information about which version of the newsletter has achieved better performance. In this way, campaigns can be gradually optimized to achieve higher

opening and click-through rates.

Another useful feature is the possibility to have newsletters displayed in different mail clients before sending them. This makes it easy to check if there might be problems

with the presentation in some programs.

GetResponse is available from 12 € a month. As the number of subscribers increases, the price increases.

GetResponse experiences at a glance

• Low entry price

• A/B Split Testing

• Squeezepage tool

• Email preview

Ad-free and free - CleverReach convinces

CleverReach is a German company that offers its Newsletter Tool, similar to MailChimp, for free. This is unlimited in time and completely ad-free. It allows the user to

record up to 250 subscribers, to whom you can send 1,000 emails a month. In addition, CleverReach is equipped with extensive additional features that make a large part of the

competition pale.

In addition to the usual possibilities, CleverReach provides a very clear dashboard, where reports on the most recent email campaigns can be found.

Interesting is the A/B split testing, with which one can send different e-mail to his list. A look at the reports reveals which one has been better for the target group.

Little by little, you can refine your campaigns and monetize the list more effectively.

Unfortunately, CleverReach becomes very expensive if you want to accommodate a large number of subscribers. From 75,001 subscribers, the monthly payment is already 850 €.

Advantages of CleverReach at a glance

• Free of cost and ad-free 250 subscribers, 1,000 e-mails

• A/B Split Testing

• Very clear reports

• German provider

Newsletter2Go - inexpensive and innovative newsletter software from Berlin

At Newsletter2Go every customer is offered to send up to 1,000 e-mails a month for advertising and free of charge. Anyone planning to exceed this number has the following two


A) You choose the prepaid tariff and pay for each e-mail sent.

B) You sign a contract and receive a monthly quota

The prepaid tariff is particularly useful for those who send out small amounts of e-mails at irregular intervals and do not have to pay unnecessarily if they do not use the

service of Newsletter2Go. However, with a high dispatch volume, however, the prices are significantly higher than in the subscription.

If you monetize your list permanently and send out a lot of emails on a regular basis, it's worth choosing a subscription package. 1,000 additional emails are available here from 8 €.

Newsletter2Go also offers the possibility to send text messages to its subscribers. In this way one can penetrate into a very private environment of the reader and go new ways.

Advantages of Newsletter2Go at a glance

• 1,000 e-mails per month free of cost and advertising

• No compulsory monthly costs

• SMS campaigns

• German provider

MailChimp is especially suitable for beginners and is free of charge

If you have not experienced email marketing yet, you should take a look at MailChimp. Above all, the newsletter tool impresses with its time-unlimited and free trial version.

Here you can accommodate up to 2,000 signups and send 12,000 emails a month. In the free version, however, one has to accept that in every message sent a banner ad is placed.

If you do not want this one, you have to pay $ 30 per month and can take up to 2,500 subscribers in your list.

MailChimp experiences at a glance

• Up to 2,000 contacts and 12,000 e-mails for free

• All common functions of a newsletter tool

• World leader

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