As an online merchant, you may have faced problems in dealing with your high unsubscribe rate. Although it happens to everyone, unsubscribe rate has to be maintained with the average of less than 1% to be deemed acceptable. But what if it goes out of hand as in the case of many e-mail sellers?

Good news is that there are plenty of ways to drastically drag down your number of unsubscribers and pump up a healthy merchant-customer relationship. It may well be summed up into this simple principle: understand your prospect customers’ concerns and cater your e-mails according to their interests and needs.

Consider these 5 simple tricks to prevent your prospect customers from unsubscribing your e-mails.

1. Personalize your e-mail list

In order for you to cater your e-mails properly, don’t just send mass emails, learn e-mail segmentation. This is a technique where you make sub-lists to your existing subscriber list. The list may be according to their location, interests, career, and other categories. This is so you can avoid sending irrelevant e-mails which is basically the abracadabra of magically making your subscribers disappear.

Try implementing a personalized email program that is tailored to each of your customers’ preference. Why not keep track of what they have bought before, and then send them some products they might be interested in as well? Offer exclusive access to some online promotions, discounts, and other offers they may be interested with. Endeavor to be your subscribers’ one of the major sources of discounts, promotions, and other information about the latest deals in town.

email marketing

2. Take it easy on your e-mail frequency

If you have heard of the new and effective concept called “less is more,” very well, this should come as a no-brainer. Sending too many e-mails increases your chances of annoying your subscribers. Remember, you are an online merchant and not a romantic other half in a long distance love affair. For one thing, your subscribers are not as eager to hear from you every day about which promotion you are highlighting as they are to receive an update about their significant other. Imagine the frustration they could feel when after 2 days of not hearing from their other half, finally, their e-mail beeps. With excitement in their faces, they hurriedly checked their devices only to find out it’s from you reporting about the brand new juicer that you are currently offering with 15% discount for a limited time or until supply lasts.

Congratulations! They just took steps to make that e-mail your last. While toning it down and not playing the clingy online merchant approach, you have to make sure you stay on top of your subscribers’ mind. Do not be away too long as this may make your next e-mail feel like random spam for them. Try sending e-mails consistently but on a reasonable time interval. A good way to determine how often you should be sending e-mail to your subscribers is by simply giving them options. That way they know what they’re getting and when to expect it. You may also try A/B testing your email frequency to find out which strategy works best with you.

3. Short, simple, but interest-arousing subject lines

Subject lines are yet another vital aspect of e-mail merchandising that bears strong impact on your subscribers’ attitude towards your e-mails. They can either make or break their interest. Conceiving the perfect message for your subject line is not a piece of cake but keep in mind that it is the first important step to getting your receivers to open and actually check your e-mail.

In crafting for a good subject line, remember this universal approach to an effective advertisement: KISS – Keep it short and simple. Limit your subject line to 35 characters. This has to include a good preview of your e-mail’s content to set your recipients’ expectations before checking them in.

how to write a good subject line

4. Make mobile friendly e-mails

In this era of modern technology, people no longer need to go to their desktops or open their laptops to engage in online transactions. 65% of emails are accessed from smartphones and tablets. That means more than half of your subscribers are taking your e-mails from their mobile phones. Therefore, ensure that the quality of your e-mail can be opened quickly and be easily viewed through their phones. Make sure your graphics and entire contents are rendered clearly on their screens. There are plenty of tips you can find online on optimize your emails for mobile.

mobile friendly email

5. Unsubscribe confirmation e-mail – your last yet effective shot

Here’s the deal. Whatever hard core e-mail optimizations you implement, you are bound to end up with several subscribers whom you cannot keep from leaving your list. Do not let this discourage you just yet. You have one last mesh to hold your unsubscribers back from completely walking away. Here’s a quick beneficial insight for you: accidental unsubscribers happen occasionally. Utilize an unsubscribe confirmation e-mail. You may send an e-mail auto responder to ensure that everyone who cancelled their subscriptions are not just people who accidentally clicked the unsubscribe buttons. Better yet, you may also make use of a confirmation dialogue box before finalizing their process of unsubscription.

unsubscribe confirmation email


Getting a surprisingly staggering amount of unsubscribers may be one of the most discouraging thing ever, as an email list is one of your business’ most precious asset. A high number of unsubscribers may be likened to a burnt bridge between you and your target revenue.

What do you think about these tips? Let us know what you think and share with us what methods you use to curb unsubscribe rate.

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