Emailing and newsletters: how to limit your unsubscribe rate ?

By targeting your subscribers!
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Posted by Kiliba
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6 min

In France, the law obliges companies to propose, within the framework of their newsletter, a solution of unsubscription (article L34-5 of the Code of the posts and the electronic communications).

Offering an accessible unsubscribe solution is not only a legal obligation, but also an advice given by emailing software providers. Indeed, when one of your readers wants to unsubscribe from your newsletters, the probability that he will change his mind and find a new interest in your offers is close to 0.

On the other hand, if they don't unsubscribe, they may simply stop opening your emails. This behavior will cause your opening rates to drop. And when the open rate drops, the reputation of the sending server deteriorates, which increases the probability that your emails will end up in the spam box of your recipients.

However, a rapid increase in the unsubscribe rate should still be a cause for concern. It may be a sign of a problem with your newsletter. Below, we will review the main causes of unsubscribing, before seeing how to deal with them.

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4 reasons why your subscribers unsubscribe from the newsletter

Your emails arrive in spam

Some Internet users have, indeed, the habit of systematically unsubscribing from newsletters that end up in their spam box. Moreover, seeing your newsletter treated as spam by the main email solutions is never a good sign. It will also contribute to a drop in the opening and conversion rates.

In general, your recipients' email system will classify as spam emails with a subject line containing certain lexical terms, considered controversial or signs of abusive advertising. In this respect, some markets are more at risk than others (parapharmacy, financial investment solutions, gambling...).

The reputation of the sending server also has an influence. To keep it at a good level, you must take care to keep a healthy email list, made of engaged prospects who have agreed to receive your newsletter.

Your subscribers receive too many emails

According to a study published in 2018 by Marketing-Management IO, French Internet users would be 67% to be subscribed to at least 6 newsletters. Receiving new emails participates in what is called, in digital marketing, the " marketing pressure ".

In other words, sending too many emails risks creating a feeling of oppression, even irritation leading to unsubscribing. Good email marketing campaigns are based on a subtle balance: you have to be visible to your prospects, but not too harassing.

But finding that balance is complicated by the fact that it varies depending on the prospect's profile. To find the ideal sending frequency, an efficient strategy is to segment your email list or to use an automated software. This type of software analyzes customer data, learns from your contacts and manages the sending of newsletters thanks to an artificial intelligence...

The content of your newsletters is not relevant

When they sign up for your newsletter, your contacts agree to receive a specific type of email content. Disappointing them can lead to their unsubscribing.

The first pitfall to avoid is content that is not related to the initial reason for subscribing to your newsletter, which should be more or less in line with the main objective of your company and your marketing strategy.

The second pitfall is that of an overly promotional content. We will come back to this in the second part of this article...

The design of the emailing is not optimal

Today, 43% of emails are opened from a smartphone. The creation of a newsletter with a responsive design, i.e. the automatic adaptation of the email format to the user's terminal, is therefore a major challenge for web actors.

Besides, some of your recipients only read your newsletter on their smartphone. Imagine that these recipients can't see the images in your newsletter, that the text goes off the screen, that the font is displayed in a tiny size or that the call-to-action button is not visible... These are all reasons for unsubscribing in emailing.

Emailing and newsletters: Tips to limit unsubscribing

After identifying the main causes of churn, we will see how to deal with them, in four effective solutions:  

Understand the sources of dissatisfaction to remedy them

One of the most obvious ways to reduce churn is to understand the causes of your subscribers' dissatisfaction. To do this, don't hesitate to simply survey them, whether it's through emailing, or via an additional communication channel like YouTube or social networks.

Proposes quality content

As we mentioned earlier, it is important that the content of your newsletters remains consistent with the initial reason for subscribing over time. This keeps them engaged.

In addition, you should be careful not to overdo the promotional messages. Even if, for commercial purposes, it is useful to talk about your products, to present them, and to call to action, your contacts expect something else from a newsletter: entertaining content, advice on how to use your products, information on the life of your company...

Again, you need to find the right balance between these two types of content, to provoke regular action from your contacts, while maintaining a healthy relationship with them based on trust and reciprocity.

Send your emails to the right audience

To help you offer quality content to each of your contacts, it can be very effective to segment your email list. You can do this from the moment you sign up for the newsletter, by using different landing pages, or a multiple choice registration form.

You can also do it downstream, by processing conversion data. Segmentation allows you to send more personalized messages, better corresponding to each person's expectations. This is especially useful if your company sells several very different products.

Moreover, an emailing software like Kiliba is able to manage this segmentation autonomously, with a level of precision that only a algorithm like his can achieve. This brings us to the choice of the right software...

Use an adapted emailing solution

On the one hand, choosing a professional emailing tool makes it easier to send a newsletter with a responsive design. Indeed, any good emailing tool has an automated editor, which processes the HTML to convert it into a readable message for your recipient, on any screen format.

On the other hand, the use of a quality emailing tool favors the sending of the right message, to the right person, as we mentioned in the previous point, but also at the right time.

Kiliba is able to learn from the data collected on your prospects and customers. In this way, it will send each new message to each recipient at the moment that is most conducive to converting them. With Kiliba, you can create 100% automated and personalized email campaigns. This is the answer to your goal: limit unsubscribing.


Email is a powerful communication tool that you have to learn to master in order to build customer loyalty. Thus, the personalization of each message sent is a proof of the consideration that your company has for each of its customers. The personalization of a newsletter is therefore an essential key to the engagement of subscribers and a minimal unsubscribe rate. Kiliba excels in this field thanks to powerful algorithms. If you need advice or information on the software's features, please contact our team.

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Stack the odds in your favour

We collect this data to contact you in order to do a demo of all Kiliba features and to offer you services made for you. We also use your email address to send you our newsletters about Kiliba services. If you do not want to receive them, you can check the box below:

Thank you! Your submission has been received!
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