Sam Jilani
September 22, 202612 min read
Unsubscribes feel personal, but the data usually points to a handful of fixable causes, not a customer who simply stopped caring.
Across the brands we looked at, the same five reasons kept showing up: too frequent sending, irrelevant offers, no segmentation, slow load times on mobile, and messages that don't match the channel they were sent on.
- Sending the same message on Email, Push, and WhatsApp without adjusting for the channel.
- Broadcasting to the full list instead of a relevant segment.
- Sending more than 3-4 times a week without a clear reason.
The brands with the lowest unsubscribe rates weren't sending less, they were sending more relevant messages to smaller, better-defined segments.
