An unsubscribe Msg (message) is a pre-drafted email. 

Subscribers get this email when they have opted out of receiving any more emails from a brand. 

As Digital Marketers the goal is to reach as many subscribers as possible.

Effective email marketing requires a mailing list that reaches a lot of subscribers. 

Therefore, unsubscribing typically has a negative effect on email marketing. 

The possibility of people unsubscribing is an afterthought for many digital marketers. 

It is discouraging when subscribers unsubscribe from your mailing list. 

Especially if your mailing list has many unsubscribes over a short period of time. 

This article will explore

 The reasons email recipients unsubscribe, 

 The different types of unsubscribe messages. 

And the process of creating an unsubscribe msg using the Mailvio Autoresponder.

Why Do People Unsubscribe?

Unsubscribes are among the most challenging issues facing email marketers.

What makes a recipient lose interest in your content?

Obviously, they signed up because they were interested. 

But along the way, something triggered a disinterest in your content. 

It could be one thing or it could be a combination of factors. 

When a subscriber unsubscribes it is important to know the reason. 

knowing the reason helps you to fix issues with your campaign and build better ones in the future. 

Here are some of the most common reasons people unsubscribe from mailing lists.

Too Many Emails!

People unsubscribe because they receive too many emails. 

Their inbox becomes full of unwanted spam emails. 

It makes it difficult for them to find important emails.

Some email clients limit the amount of storage each user has for emails. 

This means the user will stop receiving emails because there is no space. 

These factors are inconvenient to subscribers. 

And cause them to unsubscribe.

Lack of Relevance

People can get disinterested in a subject matter over time. 

Subscribers will have shifts in personal and professional interests.

Subscriptions also become irrelevant when a campaign has strayed from its original focus. 

The subject(s) that a campaign centers around is different from what it was initially about. 

Therefore, some subscribers lose interest and unsubscribe. 

Temporary Subscribers

Some subscribers sign up for mailing lists because of what they can get. 

Be careful when offering rewards for signing up. 

This practice invites temporary subscribers.

These subscribers do not have any vested interest in remaining subscribed long-term.

They will end their subscription after they have gotten what they want. 

Poor Customer Service

Unsubscribing as a response to bad customer service is very common.

This happens when a mailing list is for a company or brand. 

A single negative experience can severely affect subscription numbers. 

Customers like to feel valued.

When Customers have a bad experience they want to have the issue resolved.  

When an issue is not fixed, customers unsubscribe.

A single customer having a bad experience can cause many customers to unsubscribe.

Poorly Constructed Emails

Grammar is that little thing that has become a big thing in modern society. 

The average Joe might skip over a tiny mistake or two that is if they even notice it at all

However, making consistent spelling and grammatical errors is unacceptable. 

 It will call into question the validity of your campaign.

Subscribers will have a harder time understanding your messages. 

They will question the value of keeping their subscription to your mailing list.

Broken or Incorrect Links

A broken or incorrect link means a subscriber can not complete a call to action. 

Consistent errors as described above, undermine the professionalism of your brand. 

Types Of Unsubscribe Msg (Messages)

An unsubscribed message is an automated email that sent when a subscriber clicks “unsubscribe”

It is a simple automated sequence that begins once a subscriber clicks “unsubscribe”

A pre-written message is sent to the customer’s inbox. 

Unsubscribe messages vary depending on the type of mailing list. 

Most unsubscribe message has a call to action.

Unsubscribe Msg – Missed Updates

Some unsubscribe messages remind recipients of what they will miss by unsubscribing. 

For example, they will miss;

Alerts, important updates, sales, discounts, and promotions, etc. 

This gives a subscriber a chance to rethink the decision to unsubscribe. 

Unsubscribe Msg – Feedback Request

Some unsubscribe messages will politely sever the relationship with a subscriber. 

These simultaneously ask the subscriber to give feedback on why they chose to unsubscribe. 

Usually offers the recipient the option of re-subscription in the future.

Unsubscribe Msg – Capped Lists

Some unsubscribe emails are only one sentence long. 

These only inform the recipient that they were successful in unsubscribing. 

This unsubscribe message does not ask for feedback.

It does not aim to keep recipients subscribed.

This type of message is sent when a digital marketer wants to keep the size of a mailing list capped. 

It might shock you to know that 

Some Digital Marketers limit the number of subscribers on their lists. 


Well, some Digital Marketers prefer smaller lists made up of highly responsive recipients.

Uninterested recipients will not complete CTA. 

Open rates and interaction rates will go down. 

This type of list makes it easy for unresponsive subscribers to weed themselves out. 

These lists a useful for gathering frequently changing data on specific demographics. 

How To Create An Unsubscribe Msg

Ideally, someone opting out of your email list should trigger the sending of an unsubscribe message. This whole process can be automated using a sophisticated autoresponder such as Mailvio. But regardless of the autoresponder you choose, the steps to create these messages are fairly the same.

Let’s walk you through these steps now.

Step One – Sign In

Sign into Mailvio or any autoresponder of your choice.

Navigate to the “Automations” option.

A similar page will populate as the one below.

Choose how you want to create your automation.

For the purposes of this example, we will create an automation from scratch. 

Step Two – Select Trigger

A trigger is an action taken by your subscribers that will cause a message in your automation to be sent. Depending on your autoresponder, this may have a different name such as “condition”.

Select the action that will trigger your automation.

The trigger starts a simple automation sequence.

This sequence will end with the subscriber receiving an unsubscribe message. 

In this case, your trigger would be a subscriber clicking unsubscribe. 

Click the "+" symbol to add the next step in your automation.

Step Three – Determine Time Delay

After selecting your trigger you must determine your time delay. 

In other words, how long after your subscriber clicks unsubscribe will they receive the unsubscribe email?

You can also choose to make your message instantaneous (No Delay). 

Choose a time delay in Mailvio.

Step Four – Fill In Sender Details

From here you’ll need to enter your sender details, email subject line, etc.

Enter the subject line and other relevant details in Mailvio.

Step Five – Design Email

The next step is to design your unsubscribe msg. To be congruent with this example, we’ll continue using Mailvio’s editor.

Scroll down on the “send an email” page pictured above to email content.

Select “edit email content”

This will take you to Mailvio’s editor which you will use to create your unsubscribe Message.

In this editor, you have access to a variety of themes and email templates that you can use to design your email. 

Mailvio makes designing easy with pre-written templates that are easy to tailor to your specifications. 

You also have the option of creating your own email from scratch. 

Creating an email campaign in Mailvio.

When you are finished designing your email, click Save at the bottom of the page then activate automation in the top right-hand corner. 

As soon as you click “activate” your automation is active. 

Should You Have An Unsubscribe Button On Each E-mail?

Yes! Digital marketers should make unsubscribing from their mailing list as easy as signing up. 

Why? Well, first, it is the ethically responsible thing to do. 

Subscribers should not feel captive on a mailing list they do not want to be on. 


Your open rates and click-through rates will trend downwards

And your bounce rate will go up. 

To be frank your subscribers will block your messages or mark them as spam.

This is worse than them unsubscribing because your emails will get flagged by service providers.

 Eventually, when you send out email campaigns they will automatically get sent to your email subscribers’ spam folder.

How to Reduce Your Email Unsubscribe Rate

 Although you cannot totally eliminate the unsubscribe rate, you can reduce it.

Therefore, what is an acceptable unsubscribe rate?

An unsubscribe rate of 0.1% is considered to be the norm.

 If the unsubscribe rate exceeds 1%, you should reevaluate your email marketing strategy.

Segment Your Email Lists

Divide your mailing lists into segments.

 Group subscribers based on qualities they have in common such as gender, height personal interests, etc. 

This is a Targeted Email List.

Use segmented mailing lists to personalize your campaign. 

When you do this you avoid spamming your subscribers. 

They will get emails tailored to their specific interests.

Value Customer Feedback

To reduce unsubscribes, ask customers for feedback whenever they unsubscribe so that you can modify your email marketing strategy

You will be able to shape up your future strategy after receiving the feedback, even if it doesn’t bring the Subscriber back.

Addressing the issues that caused subscribers to leave will reduce your unsubscribe rate over time. 

Be Consistent

Email marketing campaigns’ main objective is to maintain the interest of subscribers. 

Consistency is an important part of doing that. 

Avoid sending out too many or too few emails. 

Develop campaigns that release content at specific intervals. 

Do not change (abruptly) the subject of your email campaign. 

Create engaging and appealing content relevant to subscriber interest.

Observe the content that your subscribers are most interactive with and create similar content. 

Organize your campaigns around times when your subscribers are most active. 

Update Preferences

The personal and professional interests of people change gradually. 

 Subscribers should be allowed to update their preferences as desired. 

Provide subscribers with the option to change their preferences as they choose to. 

As a double opt-out option, redirect subscribers to the preference center when they click to unsubscribe. 

This will give subscribers the option to change or update their email preferences. 

It’s also a great idea to collect leads with a permission-based optin page in the first place.


Unsubscribe messages are an important part of email marketing. 

An unsubscribe email is automated using an autoresponder. 

They are sent as confirmation that a subscriber was successful in removing themselves from a subscription. 

They are then sent to a subscriber automatically when he/she decides to unsubscribe.

Unsubscribe messages serve many purposes. They get recipients to reconsider unsubscribing and provide them with options. 

You can use unsubscribe emails to gather information about why your recipients unsubscribed. 

Information collected from unsubscribers can fine-tune email marketing campaigns. 

Digital marketers should use strategies to reduce unsubscribe rates. 

Remember not to panic.

Subscribers leaving your mailing list is not always a bad thing.

Unsubscribers provide the blueprint for better email marketing campaigns.

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