It is normal that contacts will sometimes unsubscribe from email marketing. But if you see a spike in your unsubscribe rate, there are a few things to consider.
- Is my content relevant to my contacts? Is it what they expect?
Make sure contacts know the type of content they will receive when they sign up to your email marketing. Consider creating a sample campaign for newly subscribed contacts, or use groups and segments to send relevant content to portions of your audience.
- Is my permission reminder and postal address clearly displayed?
A postal address is required by law as part of the CAN-SPAM Act. Your permission reminder should be on every email campaign to remind people how they signed up.
- Is my sending frequency at the right level?
To find out what sending frequency your subscribed contacts prefer, send a poll to see if they want more or fewer emails. If you send more than one type of email campaign, set up groups in your audience so contacts can choose to opt in or out of certain categories, rather than unsubscribe from your email marketing completely.