Why your contacts unsubscribe and what to do

An unsubscribe is always useful information, not necessarily bad news. This page helps you interpret your unsubscribe and spam complaint data.

If what you are looking for are the steps to check that data for a specific campaign, go first to How to see who unsubscribed after your campaign.

How to interpret unsubscribes

An unsubscribe rate below 0.5% is healthy. It shows your audience is receptive to the kind of content you send.

If the rate goes above 1%, it is worth reviewing:

• The sending frequency: you may be sending too often.
• The segmentation: the audience may not be the right one for that kind of message.
• The content: an email that is too promotional for an audience expecting information can drive unsubscribes.

Spam complaints are more sensitive than unsubscribes. Keeping them below 0.1% is key to protecting your sender reputation. If you see complaints above that threshold, read the guide on sender reputation and spam.

What Nevent does with the contacts who unsubscribe

When a contact clicks the unsubscribe link, Nevent automatically marks them as unsubscribed and excludes them from all your organization’s future sends. You do not have to do anything by hand.

This is required by law: any contact who asks not to receive more emails must be excluded from your next sends.

Note

Unsubscribed contacts do not disappear from your fan database. They simply will not receive more campaigns. You can see them in the fan’s profile, where their subscription status appears.

Next step

• How to see who unsubscribed after your campaign
• Sender reputation and spam