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Reducing the number of people who unsubscribe from your mailing list is one of the key ways to minimize list churn and in turn make it easier to grow your list.

That doesn't mean you make it harder for people to leave, however. Instead, learn why people leave, offer them other ways to remain in the relationship, and make the process a great customer experience.

Unsubscribes: A Fact of List Life

Email consumers control their destiny—choosing when to opt in and when to say adios. But, unsubscribes can also be a good thing. The alternative is a poor brand experience for the subscriber and spam complaints or deadwood on your list that masks true performance.

Make the process easy. You'll minimize spam complaints and likely retain the customer relationship through another channel.

Why People Unsubscribe

According to JupiterResearch:

  1. 53 percent say they unsubscribe when the content is irrelevant.
  2. 40 percent say they unsubscribe when email is sent too often.

How to Optimize the Unsubscribe Process

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Loren McDonald is vice-president of industry relations at Silverpop, an email service provider for B2C marketing initiatives and B2B lead-management processes. Reach him via