A high unsubscribe rate can signal that your contacts aren't finding enough value in your emails. Below are practical tips drawn from Force24 best practices to help you keep subscribers engaged and reduce opt-outs.
1. Set clear expectations at signup
When contacts subscribe, let them know exactly what content they will receive and how often. Use a clear signup form to capture frequency preferences and allow contacts to choose what they receive. See form capture articles. This ensures subscribers aren't surprised by unexpected emails.
2. Segment and personalise your sends
General broadcasts can feel irrelevant to the recipient. Segment your audience by demographics, behaviour or interests and tailor messages accordingly. Take a look at Segmentation and personalisation 101 and add dynamic fields via personalisation fields so each email speaks directly to the recipient.
3. Optimise send timing and frequency
Finding the right moment to send can reduce unsubscribes. Use send windows to deliver emails when your audience is most active and review your campaign cadence to avoid over-mailing. For broader guidance, see Deliverability best practice.
4. Test subject lines and content
Engaging subject lines and valuable content reduce the urge to unsubscribe. A/B test different subject lines, layouts and calls to action using split testing in journeys to find approaches that resonate best.
5. Analyse unsubscribe patterns and feedback
Regularly review your unsubscribe metrics and any feedback provided at opt-out. Use your campaign reporting see how to report on your campaign to identify trends by segment, topic or send time. Adjust your content and strategy based on these insights.
6. Validate your data regularly
Accurate data helps you target engaged contacts only. Use the data validation tool to remove invalid or malformed addresses. Clean lists mean more meaningful engagement and unsubscribe metrics.
7. Offer subscription preference options
Instead of full opt-outs, give contacts the option to update their preferences for topics or frequency. A preference centre lets subscribers choose what they see and how often. See Managing your opt-out subpreferences to learn more.
8. Ensure your email content aligns with contact expectations
Make sure the tone, frequency and purpose of your emails match what your audience originally signed up for. If someone subscribes expecting thought leadership content and instead receives frequent product promotions, they're more likely to opt out. Keep reviewing your signup touchpoints and email themes to stay aligned. See more in the Email Marketing Playbook.
9. Watch the Think Differently masterclass series
For in-depth guidance on crafting effective campaigns - from segmentation to deliverability - check out the full All Masterclass Think Differently webinar recordings.
By setting clear expectations, sending relevant content at a measured pace and giving subscribers control, you'll build stronger relationships and keep your unsubscribe rate low. For more support, reach out via live chat or explore our Force24 support site.