Why readers unsubscribe, and what to do about each reason
The common reasons, grouped by whether you can fix them, with one response to each.
Unsubscribes are normal and even healthy. The useful question is which ones you can do something about.
Reasons you can fix
- Too frequent. Offer a digest or a slower cadence, or make your schedule clearer in the welcome email.
- Not what I signed up for. Your signup page promises something your issues no longer deliver. Update one or the other.
- Too long. Add a short summary at the top, or split long pieces across issues.
- Hard to read on my phone. Check your formatting at phone width and shorten headings.
Reasons you should accept
- Changed jobs or interests. You were useful for a while; that is a success.
- Inbox clean-up. Readers periodically remove everything they do not read every week.
Reasons to watch
- Sudden spikes after one issue. Re-read that issue. A tone shift, a heavy sales pitch or a broken promise is usually the cause.
- Steady rises over months. Your format may have drifted. A reader survey will tell you how.
Ask, once
Most platforms let you ask for a reason on the unsubscribe page. Keep it optional and to a single question. Read the answers monthly, not daily.
