Most email marketers are focused on the subscribe rate but don’t spend any time tracking their unsubscribe rate. This is a mistake.

While you definitely want to build your lists, you want to pay attention to the rate at which folks are removing themselves from your campaign (your unsubscribe rate).

In very general terms, if your unsubscribe rate is around 2%, meaning about 2 out of every 100 subscribers removes themselves when you send out a broadcast, you are within “industry norms”. Now, don’t let that number become fixed in your thinking. Your industry may vary widely from other industries. Older lists have higher unsubscribe rates, especially if it has been a while since you last emailed them. What really matters if YOUR unsubscribe rate and how you can improve it.

There are two possible reasons why someone would unsubscribe from your list:

1) Your subscribers could have forgotten about you.
2) Your subscribers could have simply become tired receiving your messages.

I have gone through my own emails from time to time and just started unsubscribing from lists that are no longer relevant to me. I think we all do it.

So, how can you improve your unsubscribe rate?

First, make sure you are sending your emails only to recipients who have agreed to receive emails from you. TrafficWave is a double opt-in service which means that only people who have confirmed their interest can be added to your list.

Send emails or newsletters at least once per month so your recipients are used to receiving your email and you do not lose touch. If you offer a weekly newsletter or update, stick to that schedule. Consistency goes a long way toward building rapport.

Review the content of your email from time to time. Your messages might be inappropriate, too spammy or simply not relevant to the targets you are aiming to reach! Only send the content or topic your recipients requested.

Check your spelling. There may be spelling errors that have gone unnoticed by you. It happens to us all.

Provide real value in your messages. If your messages are seen as just another “sales pitch”, your subscribers are going to get tired of your messages. Your unsubscribe rate is going to go up. Be the trusted authority on a certain subject and continuously announce exciting news and great topics.

Make it easy to unsubscribe if your readers want out. Your messages in your TrafficWave account contain a quick and easy unsubscribe link in the footer of each message. This way, if someone does want off your list, it is quick, easy, and painless. This helps you keep a good clean reputation with your market.

Other articles of interest:

Email List Segmentation and How To Use It

Track Your Email Marketing Open Rate