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How to Reduce Email Unsubscribe Rate? 11 Best Practices to Follow in 2024

Reducing your email unsubscribe rate is essential for the success of your email marketing campaigns. If subscribers are leaving your list, it could mean that they are not finding the content or offers you are sending valuable enough to keep them subscribed.

In this post, we will share some tips on how to reduce email unsubscribe rates and keep your subscribers engaged. 

How to reduce the email unsubscribe rate?

Here are a few tactics that can help you reduce your email unsubscribe rate:

1. Make your subject lines catchy and interesting

Make your subject lines catchy and interesting

The subject line is the first thing your reader will see, so it’s important to make it catchy and interesting. A good subject line will pique the reader’s interest and make them want to read more. There are a few things to remember when crafting a subject line:

  • Keep it short and to the point.
  • Avoid using jargon or technical terms that not everyone will understand.
  • Try to use drama or humor to make the subject line more attention-grabbing.

Following these simple tips ensures that your subject lines will grab the reader’s attention and compel them to open your email.

2. Personalize your emails whenever possible

In today’s business world, email is one of the most important tools for communication. Whether you’re sending a message to a colleague or corresponding with a customer, it’s important to ensure your email is clear and concise.

However, it’s also important to personalize your emails whenever possible. A personalized email shows that you’re not just sending a generic message – you’re taking the time to connect with the recipient on a personal level. 

This can go a long way in building rapport and creating positive relationships. So next time you compose an email, take a few extra minutes to add a personal touch. It could make all the difference in the response you receive.

3. Keep your email content short and to the point

Keep your email content short and to the point

When it comes to email marketing, content is king. But that doesn’t mean that lengthier emails are always better. Keeping your emails short and to the point can help to reduce your unsubscribe rate. The key is to provide value in every email, whether it’s a helpful tip, an exclusive discount, or early access to a new product.

By offering something your subscribers find useful, you’ll be more likely to keep them engaged – and less likely to see them hit the unsubscribe button. So if you want to keep your unsubscribe rate low, focus on creating quality content that can be easily consumed in a few minutes or less.

4. Segment your email list

Segment your email list

Your email list is one of your most valuable marketing assets. After all, it’s a direct line to your customers and potential customers. That’s why it’s so important to segment your email list. Email Segmentation allows you to send more targeted, relevant emails that are more likely to be opened and clicked. 

And when your emails are more targeted and relevant, your customers are more likely to take action. There are several ways to segment your email list, including by location, demographics, interests, and purchase history.

By taking the time to segment your list, you can dramatically improve your email marketing results.

5. Use triggered emails

Triggered emails are one of the most effective ways to reduce your email unsubscribe rate. By definition, a triggered email is an email that is automatically sent to a subscriber after they take a specific action. For example, you can set up a triggered email to send a welcome message to new subscribers or a coupon code to subscribers who abandon their shopping cart.  

Triggered emails are highly personalized and relevant, which makes them more likely to be opened and clicked than regular promotional emails. Best of all, they can be easily automated with email marketing software. So if you’re looking for a way to reduce your email unsubscribe rate, start using triggered emails.

6. Test different subject lines

Your email subject line is one of the most important elements of your email marketing campaign – it’s what entices recipients to open your email in the first place. With that in mind, it’s important to test different subject lines to see what works best for your audience.

A/B testing is a great way to do this: sending out two versions of your email with slightly different subject lines to a small group of recipients and seeing which one performs better.

While learning how to reduce email unsubscribe rate,  It’s important to stand out in recipients’ inboxes.  You can also try using personalization or emojis in your subject line. Ultimately, the best way to find out what works is to experiment and see what gets the best results for your business.

7. Optimize your email design

When it comes to email design, there are a few key things to keep in mind to optimize your messages:

  • Keep your subject lines short and to the point.
  • Make sure your email layout is easy to read and navigate.
  • Use images and other graphics sparingly, as too many can clutter your message and make it harder for recipients to focus on the content.

By following these simple tips, you can ensure that your email design is effective and attractive.

8. Use images sparingly or not at all

In the age of Instagram, peppering your website or blog with images can be tempting. However, it’s important to remember that too many images can harm your cause:

  • A picture is worth a thousand words, meaning that each image you add takes up valuable space that could be used for text.

  • Too many images can make your site feel cluttered and overwhelming.

  • Images can slow down the loading speed of your site, which can frustrate visitors and cause them to click away.

So when adding pictures to your site, less is more. Use them sparingly and only if they add value to your content. Otherwise, it’s best to stick with text.

9. Avoid sending too many emails in a short period

Email unsubscribe rates can be high for many reasons, but one of the most common is simply sending too many emails quickly. When subscribers feel like they’re being bombarded with messages, they’re much more likely to click the unsubscribe button.

To avoid this, it’s important to take a more thoughtful approach to email marketing. Instead of blasting out multiple messages per week, try sending one or two quality emails that are relevant and engaging. This will give subscribers the information they need without overwhelming them and help keep your unsubscribe rate low.

10. Test different email formats to see what works best for your audience

It’s important to keep your email unsubscribe rate low, and one way to do that is to experiment with different email formats. You might want to try a format that includes an image or a format that’s all text. You might also want to try a format that includes a call-to-action button. The best way to find out what works is to test different formats and see how your audience responds. 

Try sending out different versions of your email to see which gets the most clicks. If you’re unsure how to set up a test, plenty of resources online can help you. Once you’ve found a format that works well, stick with it and continue testing other aspects of your email, like the subject line and the content.

11. Keep your unsubscribe process simple

When it comes to email marketing, it’s important to make it easy for your subscribers to unsubscribe from your list. After all, if someone isn’t interested in receiving your emails, there’s no point in continuing to send them.

Not only is this a waste of your time and resources, but it can also lead to negative feelings toward your brand. The best way to avoid this is to keep your unsubscribe process simple.

Ensure that there is an unsubscribe link in every email and that it is visible. Additionally, make sure that unsubscribing only takes a few clicks. By taking these steps, you’ll be able to reduce the number of people who unsubscribe from your list while maintaining a positive relationship with those who do.


Now that you have learned how to reduce email unsubscribe rates, it’s time to put them into action. But before you do, there are a few things to remember. First, always test different email formats and content to see what works best with your audience. Second, avoid sending too many emails quickly – this can lead to higher unsubscribe rates.

Finally, personalize your emails whenever possible to increase engagement rates. Following these simple tips can reduce the chances of someone unsubscribing from your email list and improve your overall email marketing strategy. 

If you want to reduce the unsubscribe rate then don’t forget to leverage our email marketing software. To know more about our product, schedule a free demo.


1. What is the acceptable email unsubscribe rate?

The acceptable email unsubscribe rate is 0.5%. 

2. How to reduce the email unsubscribe rate?

Here are a few ways that can help you out:
1. keep your subject lines clear and precise
2. optimize your email design
3. Don’t forget to do A/B testing
4. Keep your unsubscribe process simple.


Stella is a content writer at NotifyVisitors, a marketing automation software that helps businesses to expand their reach. Apart from writing, she enjoys reading and cooking.