Why are Your Subscribers Unsubscribing? Practical Tips to Improve Your Newsletter and Grow Your List


Why Your Subscribers Are Unsubscribing

And how to fix this

Are you losing subscribers from your newsletter and wondering why? Losing subscribers can be frustrating and detrimental to the growth of your business. In this article, we will discuss some common mistakes that could be causing subscribers to unsubscribe and provide practical solutions to fix them.

Mistake #1: Your content is not relevant or valuable

When it comes to email marketing, providing relevant and valuable content is essential to maintaining subscribers' interest and engagement. If your content is not tailored to their interests or doesn't provide any value, it's no wonder they might unsubscribe from your newsletter.

To avoid this mistake, start by getting to know your audience and their interests. Use segmentation to group subscribers based on factors like demographics, behaviors, and preferences, and then tailor your content to each group's interests. For example, if you're an online clothing retailer, you could send different newsletters to subscribers based on their gender, location, and shopping habits.

It's also important to provide value in your newsletters. This could mean offering exclusive discounts or promotions, providing helpful tips or advice related to your industry, or sharing interesting and informative content that your subscribers might find useful. When your subscribers see that your newsletters are providing them with value and meeting their needs, they're much more likely to stay engaged and interested in your brand.

A relevant study called "How Segmentation and Personalization Can Boost Your Email Marketing ROI" supports the importance of providing valuable content, which found that personalized and segmented emails generate 58% of all email revenue. This shows that taking the time to tailor your content to your audience can have a significant impact on your email marketing success.

To implement a fix for the mistake of having irrelevant or low-value content in your email marketing, you can follow these practical steps:

  1. Define your target audience: Determine who your target audience is and what their interests and needs are. This will help you tailor your content to meet their needs and interests.

  2. Develop a content strategy: Once you know your target audience, develop a content strategy that focuses on providing value to your subscribers. Your content should be informative, educational, and engaging. Use visuals, such as images or videos, to make your content more interesting.

  3. Conduct surveys and ask for feedback: Ask your subscribers for feedback on the content you are providing. Conduct surveys to find out what they like and dislike about your emails. Use this feedback to improve your content and tailor it to their needs.

  4. Test and analyze: Test different types of content to see what works best for your audience. Analyze your open and click-through rates to see which emails are performing well and which ones need improvement.

By following these steps, you can improve the quality of your content and keep your subscribers engaged. Remember, providing value to your subscribers should be your top priority.

A relevant study found that subscribers are more likely to stay engaged with email content that is personalized and relevant to their interests.

Mistake #2: You're sending too many emails

One common reason why subscribers may choose to unsubscribe from your newsletter is that they feel overwhelmed by the frequency of your emails. If you're sending too many emails in a short period of time, it can be seen as spammy and annoying. This can lead to a negative perception of your brand and ultimately result in unsubscribes.

To avoid overwhelming your subscribers, you should segment your email list and send targeted emails based on subscriber interests and preferences. This way, your subscribers only receive emails that are relevant to them, reducing the likelihood of them feeling overwhelmed.

For example, if you run an online clothing store, you could segment your email list by gender and send targeted emails featuring clothing items for men and women. Alternatively, you could segment your list by location and send emails featuring items that are popular in specific regions.

Another way to reduce the frequency of your emails is to give your subscribers the option to choose how often they receive emails from you. This can be done by including a preference center in your emails where subscribers can choose the frequency of emails they receive, such as daily, weekly, or monthly.

A relevant study on this topic is the "Email Marketing Benchmarks". According to it's findings, the average email open rate is 17.92%, and the average click-through rate is 2.69%. These rates may vary depending on factors such as industry and email frequency, so it's important to monitor your own email metrics and adjust your email frequency accordingly.

Mistake #3: You're not sending enough emails

On the flip side, if you are not sending enough emails, your subscribers may forget about you and lose interest.

Sending too few emails or not sending them frequently enough can lead to low engagement rates and cause subscribers to forget about your brand or lose interest in your content. According to a study, companies that send more than 30 emails a month see their open rates increase by almost 20% compared to companies that send fewer than six emails a month.

For example, if you only send a monthly newsletter, your subscribers may not feel connected to your brand or your content. They may even forget that they signed up for your newsletter and eventually unsubscribe. On the other hand, if you send more frequent emails, such as weekly or bi-weekly, you will stay top of mind with your subscribers and keep them engaged with your content.

To fix this mistake, you should consider sending more emails on a regular basis. However, you should also make sure that the content you are sending is valuable and relevant to your subscribers. You don't want to overload them with too many emails that they don't find useful or interesting. Instead, try to find a balance between frequency and quality.

Mistake #4: You're always trying to sell them something

If your subscribers feel like all you care about is making a sale, they may unsubscribe.

One of the most common reasons why subscribers unsubscribe from newsletters is that they feel like they are being constantly bombarded with sales pitches. If your newsletter is always promoting your products or services, your subscribers may start to feel like they are being spammed, and as a result, unsubscribe from your list.

Provide valuable content and mix in promotional offers. Focus on providing valuable content that your subscribers will find interesting and useful. Mix in promotional offers with your content, rather than leading with the sales pitch. For example, if you own a pet supply store, you could send a newsletter with helpful tips for taking care of your pets, and include a special promotion for your products or services at the end of the newsletter.

According to a study, newsletters that provide a good mix of content and promotions tend to have higher engagement rates and lower unsubscribe rates. So, focus on providing value to your subscribers first, and promotions second.

Mistake #5: They never signed up, or didn't realize they signed up, for your email list

This can happen if you add someone to your email list without their consent, or if your signup process is not clear. It's important to remember that sending emails to people who did not opt in or did not expect to receive emails from you can not only result in unsubscribes, but also damage your sender reputation and potentially even result in legal issues.

To fix this mistake, make sure your signup process is clear and transparent. Use a double opt-in process, where subscribers must confirm their subscription before being added to your email list. This not only ensures that subscribers are aware of what they're signing up for, but also helps to weed out fake or inactive email addresses. Additionally, make sure to only add subscribers who have explicitly opted in to receive emails from you.

A relevant study on this topic is "The Importance of Permission in Email Marketing". This study found that emails sent to subscribers who did not explicitly opt-in resulted in higher unsubscribe rates and lower engagement rates. It also found that using a double opt-in process can result in higher engagement rates and lower unsubscribe rates.

By implementing a clear and transparent signup process, you can ensure that subscribers are aware of what they're signing up for and are more likely to engage with your emails.



Losing subscribers can be a frustrating and detrimental experience for any business. However, by avoiding common mistakes such as overwhelming subscribers with too many emails, not providing valuable content, making it difficult to unsubscribe, not properly segmenting the audience, not making it clear how subscribers signed up, and always trying to sell something, businesses can keep their subscribers engaged and reduce the risk of losing them. By implementing practical solutions to fix these mistakes, such as providing value-driven content, creating clear and easy-to-find unsubscribe links, segmenting the audience based on their interests, and focusing on building relationships rather than pushing sales, businesses can not only keep their current subscribers but also attract new ones. By understanding the reasons behind why subscribers are unsubscribing and taking the necessary steps to fix them, businesses can create a more engaged and loyal subscriber base, leading to increased growth and success in the long run.


Not sure how to make your subscribers grow? Book your seat for one free consullting session in order to demonstrate to you how we can help your business grow with email marketing.

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