According to a recent Epsilon/ROI Research survey, the main reasons email recipients unsubscribe are:
- The message isn’t relevant to them
- Emails are sent to frequently
- Concern that their email address might be shared with other senders
- Don’t recall subscribing to the email in the first place
- General privacy concerns
* Click here for more information
Looking at this list, it seems that it wouldn’t take much to reduce your unsubscribe rate. Just send emails that are relevant to your list, don’t overburden your recipients by sending email too frequently (and be consistent with your frequency), include a privacy statement in your message and subscription areas and include a reminder about when your recipients subscribed in each email.
Of course, doing these things won’t eliminate unsubscribes altogether. What is relevant to one recipient today won’t be relevant tomorrow. A lapse in security/privacy from another sender might cause recipients to doubt all email subscriptions for a while. But by addressing these 5 elements in your email campaigns, you can certainly prevent some recipients from unsubscribing.
