Stop the Christmas unsubscribe spike

Have you found yourself unsubscribing from lots of newsletters lately, rather than just ignoring or deleting them? Or are you planning a post-Christmas clear out of your inbox to start the New Year with less digital clutter?

It’s pretty common for newsletters to see a spike in unsubscribers at this time of year for a number of reasons including:

• Our inboxes are flooded with promotional emails - sales, gift guides, last-minute shipping deadlines and festive messages - and it gets too much.

• Brands increase the frequency of their emails to mitigate the drop off in opens and click throughs while people are out of their routine later in the month.

• The New Year brings a mindset of fresh starts and goal setting, which can include a clearer inbox.

So what can we do about it?

• Reduce frequency - or don’t be tempted to increase it.

• Offer an option to snooze the newsletter during Christmas week.

• Intersperse asking for things (sales/donations/email cross-promotion) emails with valuable content.

• Make sure you’re highlighting the core offering - the reason your subscribers signed up in the first place - so yours isn’t part of the New Year cull.

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