The Do’s & Don’ts With Handling Unsubscribers on Your Marketing Emails

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No matter how well you think you’re doing in your marketing endeavors, you’re always going to have the unsubscribers from your email list. These are the people that are unsubscribed to your emails for various reasons.

For example, these are people who either don’t want to receive your emails anymore or are no longer interested in what you have to offer. Regardless of the reason, these are the people that are unsubscribed from your emails so what are you going to do about it?

Here are some tips on how to handle your unsubscribers on your emails.

The Biggest Reasons Why People Unsubscribe

Because these subscribers are the lifeblood of your business, you need to ensure that you are doing everything you can to keep them engaged. The last thing you want is for your list to become inactive because you are sending to them too much or too little. To keep your list engaged, well maintained, and growing, you need to understand why people are unsubscribing. Here are the top four reasons people will unsubscribe from your emails.

1. Your emails are not relevant to the unsubscribers needs.

2. They are not getting the value they were hoping for.

3. They are annoyed or bored of the emails.

4. They are unhappy with your product or service.

Is It Important To Worry About Unsubscribers?

For marketing teams, unsubscribes are the enemy. Unsubscribes are the people who clicked the little “x” on your email to show that they no longer want to receive the messages you send them. They are the people who, for whatever reason, don’t want to receive your emails anymore, and they are losing you more money than you realize. According to Capterra, every unsubscribe is $40 in lost revenue for your business. That’s $1,800 per 100,000 unsubscribed customers. The more of your customers that unsubscribe, the more money you’re losing.

How Do I Know About Unsubscribers?

Every company with an email marketing list is trying to make sure they are delivering the most relevant content to their subscribers. But what happens when someone unsubscribes? Do they even realize? Here’s the good news—there are ways for you to find out what your unsubscribe rate is and how to find out who is unsubscribing.

The first thing that comes in mind after reading this question is, “Why would anyone want to do something like that?” The answer: It helps businesses improve sales conversion rates by identifying customers who aren’t interested anymore or don’t care about a product/service. You may think these people will just stop receiving your emails altogether but chances are they’ll continue being on your mailing lists until they opt-out completely.

There are many different types of tools available online which allow you to determine exactly how many people have actually opted out of your email campaigns. They range anywhere between $50-$100 per month depending on features offered. If you’d rather go DIY, here are some free options:


This tool provides statistics including total number of recipients, open rates, bounces, spam complaints etc. Also includes stats on click throughs, links clicked, pages viewed, social media shares etc.

AWeber Stats & Analytics

Similar to MailChimp, AWeber offers a lot of information on each subscriber such as engagement levels, bounce rates and more.

Google Analytics

Another web analytics platform, you can get data on opens, clicks and other metrics. There are also specific sections where you can see your unsubscribers’ activity.

The Do’s & Don’t with Unsubscribers

DO: Send High-Quality Content

The answer is simple: create high-quality content your audience actually wants to read. But how do you do that? Do you create blog posts filled with fluff, just to say you’re creating content? Do you pander to your audience with content that doesn’t really matter? Or do you create unique, engaging content that is tailored to your audience? It’s a difficult balance to strike, but one that can really pay off for your company.

DONT: Use Too Many Clickbait Headlines

Clickbait headlines get people clicking on links because they want something more than what they will find on those pages. They want something exciting or shocking – even if it isn’t true at all. So when using click baits, make sure you don’t use things like “free!” or “exclusive offer.” You aren’t fooling anyone by doing this; you only annoy them further.

DO: Provide A Good User Experience

No Excuses. Forget about fancy design templates when providing a good user experience. When users come across websites, they expect certain elements to work properly. We often overlook them while designing our emails, without realizing that they are crucial parts of making emails accessible.

DON’T: Sell Products Without Giving Information About Them

First of all, let me emphasize again that I am NOT against selling products in your emails. If you sell a product, please give information about it so we can decide whether we would buy it or not. For instance, if you’re selling sunglasses, mention where you bought them, quality details, prices, etc. Also, highlight the features and benefits of buying your product. These small bits of info might seem insignificant, but they’ll definitely help us choose between your offers and others’.

Conclusion With Unsubscribers

Unsubscribing from emails is a common problem for marketing teams. We hope this article has provided you with some great tips and tricks on how to solve this issue. Thank you for reading, we are always excited when one of our posts is able to provide useful information on a topic like this!