Six Reasons Why People Unsubscribe from your Email List

Email marketing is no doubt one of the most budget-friendly forms of marketing and the best way to reach consumers in Kenya and around the globe.

91% of consumers check their emails daily compared to 61% of users who access social media daily.

An opt-in email list is a great asset to growing your business which results in more sales, improved customer relationships and growth through recommendations.

In your email reports, you can tell the number of unsubscribes but not why they unsubscribed. Today we are going to look at why people unsubscribe from your email list and how to stop the exodus.

Too many emails

According to research, this is the top reason why people unsubscribe from mailing lists. If you’re sending emails every day and you are seeing high unsubscribers rate you might want to rethink your email marketing frequency.

If you have a newsletter you might consider sharing it once a month or at least twice a month but have a time gap between the two.

Your email subscribers don’t want to hear from you as frequently as you might think.

Irrelevant emails

If you signed up to learn about cars and instead receive emails on beauty you will most likely unsubscribe from that emailing list, right?

Relevant emails are personalized, useful and timely to your customer. Sending the right content to the right person and at the right time is the goal of your email marketing otherwise if you send irrelevant content people will just unsubscribe with the thought ‘This email isn’t for me’.

Take time and segment your email list subscribers according to behaviour, demographics and engagement because a generic one-size-fits-all messaging might not work out.

Emails not mobile optimized

Most people open their emails on their mobile phones and if your emails are not optimized for mobile it means that they won’t look great when opened.

Links may not work correctly, images might not display and the text could be small and unreadable. If your subscribers can’t read your emails they might not want to stick around.

Non-personalized emails

Studies show that personalized emails yield an increase in revenues and transaction rates. Why? When they receive content that is relevant to them they feel valued and are most likely to respond.

How to personalize your emails?

  • Greet them by name
  • Deliver exclusive offers and discounts for them
  • Celebrate their birthdays
  • Tailor the email to their gender
  • Track their website usage and personalize emails according to their preferences and habits.
Your customer’s circumstances have changed.

This is where we say it’s really not you but them.

Their life progress and interest might change which will affect their mailing subscriptions too.

Why so? They might have changed jobs, moved abroad, gotten married, had kids or simply changed their minds.

On the other hand, it can be a very helpful move because your emailing list will no longer have subscribers who will ignore your emails or who you can no longer do business with.

Subscribed unknowingly

A person might open a legitimate email newsletter and then realizes he/she didn’t sign up for it and unsubscribe immediately. Ask readers to subscribe/opt-in to receive emails from you. You might consider having a double opt-in which will get you people who really want what you are sending. This means that your list will have engaged customers who will read your emails and make a purchase. Don’t be afraid of the double-opt-in, sometimes quality is better than quantity.

Most companies in Kenya are adopting email marketing in their marketing strategy because after all, businesses are looking for avenues to sell their products or services. Other forms of marketing can be a bit expensive but email marketing is not. Don’t be afraid to test all your email marketing strategies until you get ones that work.

These tips come in handy for both businesses that are starting or those that have already started email marketing in Kenya.

We offer FREE consultation on email marketing and on other areas of digital marketing. Feel free to give us a call.

Also Read:How to Attract, Nurture, Convert & Retain Customers- Email Marketing Funnel





How to Attract, Nurture, Convert & Retain Customers- Email Marketing Funnel

You can use email marketing to attract, convert new customers and retain your existing customers. Email marketing in Kenya is one of the most effective ways you can share your message, sell your services, and build a relationship with your customers.

Email marketing can prove to be a tool that can help you bring in more business. Most people usually access their emails several times during the day and them opening your email and giving you business takes a bit of time and strategy.

People receive hundreds of emails from different companies offering them the same products or services as you are and standing out from other companies can take you a step closer to converting them.

This is where an email marketing funnel comes in handy. An email marketing funnel can help you win customers at all stages of their buying journey from lead generation to customer retention.

Here are some tips that can help you improve your email marketing process.

Email marketing platform

You can’t succeed in email marketing without an email marketing platform/software that can help you make the whole process seamless. There are several most common platforms that can help you with email marketing such as MailChimp, SendinBlue, ActiveCampaign and Hubspot among others.

Some of the key features that you should consider checking out from the platforms are:

Automation: Select a platform that can allow you to automate the whole email marketing process because it will make work easier for you.

Templates: Email marketing needs a well-structured email for both your content, CTAs and images. An email marketing platform should have a variety of pre-made templates with a variety of flexible, visually attractive, mobile-friendly designs.

Tracking: You need to know how your email campaign performed in terms of open rates, click-through rates, bounce rates, and unsubscribe rates. Most of the platforms have a dashboard for this but it is important to check before you pay for a platform.

Mobile Responsive: Your emails need to be readable on a mobile device. Where mobile responsiveness used to be an afterthought adjusted after desktop, now most people are on mobile.

Create Email sign-up forms

You need an email database for your email marketing campaign. Email sign up forms will help you collect email addresses that can help you build a subscriber list.

How go get email addresses?

  • Provide some value or incentives for people to sign up
  • Create a free resource or gated content. This means that the content is exclusive for people who sign up
  • Create a simple form with only a few necessary steps. If your questions are many people might leave before filling out the whole thing. You can opt to have the name, email and company field in your form.
  • Avoid long and complicated processes. Make it as easy as possible.

Send an introduction/Welcome Email

As soon as someone subscribes, your first email should go out to them. That’s why you need to get an email platform that automates this process so that it makes work easier and sends out timely responses.

How to go about it?

Welcome your new subscribers and thank them for signing up. This could be the first email. Then the second email could be an introduction to your products or services. Space the time between the two emails but don’t wait for more than a day between the two emails.

Nurturing your leads

It is important to nature your leads with educational emails. Send at least 2-3 emails including follow-ups so as to create an interest in your products or services. Create informative content that highlights your Unique Selling Proposition that you can send to them. Also offer an incentive and direct them to your website either by providing links to your content or CTAs.

Convert your leads

Your subscribers who have responded to your previous emails are likely interested in what you are offering. You need to encourage them to make a purchase.

How so? You can provide an offer or discount to encourage conversions, you can as well generate ‘fear of missing out by making it an exclusive, limited stock promotion (no one wants to miss out), you can as well generate a sense of urgency by making the offer a limited time offer.

Add clear CTAs to your emails and highlight your offer as well. If you are in the e-commerce business, send abandoned cart emails to those who didn’t finish making a purchase, they could be potential customers.

Retain your customers

Just because your customers have purchased, it doesn’t end there. Loyal, repeat customers are more profitable in the long run. Retarget your existing customers with an offer or an exclusive discount just for them.

You need to come up with a clear strategy for your email marketing campaign in Kenya. Set specific time intervals between different emails.

Email marketing can be a valuable asset for your business. Most businesses in Kenya are using email marketing to get clients for their business. If you are not sure about whether the email market can provide value to your business or don’t know where to start, we offer FREE Consultation and will be happy to answer your questions. Call us Today.

Also Read:3 ways to improve your email open rates







Email marketing in Kenya is important as the Kenya National Bureau of statistics confirms that emails are mostly used as a channel for communication at the workplace and is increasingly used by Kenyan business people to push products and services. 

email marketing in Kenya

For email marketing, you only have a few seconds to make an impression to your target audience therefore when done right, you can successfully drive conversions.

Do’s and Don’ts for Email Marketing


1. Define the purpose of your email

Know what you want your subscriber to do when they see your email. Define the main objective for your email. Make sure your attractive call to action speaks for your objective.

2. Know  your target audience

Be aware of who your target audience is and write an email that matches their needs.

3. Deliver value to the customer

A good email is the one that provides a solution to a problem that the customer is facing so that they can give your email their attention.

4. Use eye-catching language

Highlight words that will grab the attention of the subscriber that will be scanning your message looking for what they want. This words are like improve, Introducing, fast.

5. Include opt out in every email you send

People are always looking to see if the email they are subscribing to has a unsubscribe button in case they no longer want to receive an email from you. This will lead to more people subscribing just to see what you will be sending them if they know they can opt out when they want.

6. Send emails only to subscribers

When people subscribe to your email it means they want to receive the emails if they don’t want to receive the emails, then they won’t subscribe. Therefore don’t send emails to people who have not subscribed to receive them.


1. Avoid using redundant words

Avoid using unnecessary words in your email because you only have a few seconds to grab the readers attention

2. Avoid using technical jargon(if not needed)

People do not have time to invest in reading things they do not understand, therefore use simple language as much as you can.

3. Avoid making the email too long

Let your email be short and straight to the point. If you have too much content, use attractive visuals that matches what you’re talking about.

4. Don’t forget personalization

Do not write flats emails like a robot. Write emails that will interest your readers

5. Don’t design emails only for desktop

Do not assume that people only open their emails on their computers, also design it in a way people will be able to view it on smaller devices

We do email marketing in Kenya and create emails that your readers will look forward to receiving, want to open and be persuaded to buy from you. CALL US TODAY FOR FREE CONSULTATION!!