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5 Common Factors That Make Email Subscribers Unsubscribe

Have you noticed subscribers are unsubscribing from your lingerie store's email list?

Are you unsure if people are unsubscribing? Each email address is an option to sell directly to someone who’s interested in your product. So, your email marketing list is pure gold.

Lingerie store owners need to ensure those subscribers remain happily subscribed. If you’re not analyzing your email unsubscribe rate, you should be.

In this article, we’re going to dive into how to analyze your email unsubscribe rate and common reasons why people unsubscribe.


How to analyze your email unsubscribe rate

Let’s first define the email unsubscribe rate. The unsubscribe rate is the percentage of users that unsubscribe from your email list. Lingerie store owners using an email marketing service (such as MailChimp or ConvertKit) will have access to the unsubscribe rate. Various email metrics – such as open rate, click-through rate and unsubscribe rate – will be available for each email. 

The average unsubscribe rate across industries is about 50%. It would be excellent to have zero users unsubscribe, but that’s unlikely. Users unsubscribe for a variety of reasons. It’s important to understand what prompts users to unsubscribe so you can improve your email marketing strategy.


Reasons why email subscribers unsubscribe

Email subscribers choose to unsubscribe from your lingerie business’s list for many reasons.

Here are some of the top reasons:


1.  You’re sending subscribers too many emails. 

Sending too many emails could prompt users to unsubscribe from your list. However, there’s no magic number of emails to send. Make sure the content you’re sending is relevant and purposeful. You could also consolidate messages if the messaging aligns. Surveying your email subscribers on their frequency preferences can also be helpful.


2.  Your email content is too salesy. 

Your email content should not be overly promotional or salesy. It’s likely subscribers will unsubscribe if every email is trying to sell something. Include non-promotional email content in your email marketing strategy. The balance will create value for your users.


3.  Your email content doesn’t provide value to the subscriber. 

Users don’t subscribe to your lingerie business’s email list to help you. They subscribe because of what they’ll get in return – discounts, insights, entertainment, tips, etc. Lingerie store owners should consider how much value emails are providing if users are unsubscribing.


4.  The subscriber isn’t interested in the email content.

Your lingerie business may send a variety of email content. Perhaps you send lingerie fitting advice, lingerie trends, promotions and more. You may have multiple email opt-in forms on your website with different messages. Or you may have one form with one message. It’s possible that users subscribe to receive a certain type of content. They may unsubscribe if they don’t want the other types of content. Try segmenting your email lists to ensure you send preferred content to each subscriber.


5.  The subscriber only subscribed to receive a special offer.

A user may subscribe only to take advantage of a special offer. For example, encouraging users to join your lingerie store’s mailing list to receive 20 percent off the first order. This is a good practice, but it’s only helpful if the user remains subscribed. Consider ways to entice the user to stick around. You could send an automated email survey to find out which lingerie content interests them. This way, you only send the user valuable content from the beginning.



Don’t be discouraged if you see users are unsubscribing from your email marketing list. Instead, accept it as a sign that you need to evaluate and improve your email strategy. It can take time crafting a successful strategy. With continuous evaluation, experimentation and patience, you’ll get there.

Tags: Email Marketing

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Published by

Lauren Hamilton

Lauren Hamilton

Lauren Hamilton is the founder of www.modwife.co, a lifestyle and relationship blog offering relationship advice and encouraging women to be the happiest, most confident version of themselves through positivity and self-love. She's also a freelance writer and communications strategist. Follow her on Instagram or Twitter, and check out some of her accomplishments on her portfolio.