How to prevent email opt-outs

Email marketing has a 36:1 ROI, but you could be self-sabotaging if your subscribers are constantly opting out. Make sure your prospects and customers stay engaged with these four tips.

Graph showing statistics for email unsubscribes.

1. Send fewer emails

Email marketing should be about quality, not quantity. You don’t want to spam your subscribers. It’s unlikely you have enough quality content to send a new email every other day, and most recipients don’t want to receive emails at that level of frequency. 

Almost two-thirds of email list subscribers say they want to receive an email from it at least weekly. Your cadence will always be unique to your audience and each segment therein, but these stats provide a good rubric to follow until you find the ideal number.

2. Send exclusive content or offers

Why would someone subscribe to your emails if they can get the same content and offers on your website? You don’t have to create entirely new content just for your newsletters—that wouldn’t be a very good content marketing strategy—but supplementing it with specific angles or related tips and industry news provides much more value to your subscribers than.

If you’re aiming to make a sale rather than improve thought leadership or customer retention, then including special offers only for your subscribers is a great way to prevent subscribers from opting out of your emails.

3. Target your content more effectively

Segmenting your subscriber list and using dynamic content are easy ways to create targeting and relevant emails, which prevent subscribers from becoming unengaged with your content and choosing to unsubscribe. In fact, twenty-one percent of subscribers opt out because the emails are not relevant to them.

It also increases engagement, not just in open and click-through rates, but also when it comes to interaction with CTAs that can help you make a sale.

4. Customize the opt-out choices

Some customers will want to opt-out of your marketing emails no matter what. But that doesn’t mean they want to stop receiving all of your emails. Some are happy with newsletters and customer retention emails, while others only want to see your deals and promotions. So why wouldn’t you give them a chance to customize their preferences?

Letting customers choose which emails they want to receive, as well as how often they want to get them, prevents them from opting out of all emails as a singular, blanket option.


For your email marketing to work, you need subscribers. Prevent opt-outs by sending fewer, more targeted emails with exclusive offers. While you can’t stop all opt-outs, you can customize the opt-out choices so a customer can stay subscribed to the emails they want, but not the ones they don’t.

[visibility show=”desktop”]
[acf field=”cta_38″ post_id=”option”]

[visibility show=”tablet”]
[acf field=”cta_38″ post_id=”option”]

[visibility show=”mobile”]
[acf field=”cta_38″ post_id=”option”]

[visibility show=”mobile-portrait”]
[acf field=”cta_39″ post_id=”option”]