High unsubscribe rates in email flows

Question

Hello,I’ve created a series of email flows (which have been LIVE for 3 months) and many of the emails have a really high unsubscribe rate (including the Welcome Flows - where people have JUST signed up)!I’ve included a snapshot of the March report - wondering if anyone can give me some advice on what I should be auditing/looking at to reduce the unsubscribe rate for flows (I’ve only been able to find info on this regarding campaigns).I thought maybe I can give people the option to Manage their Preferences as well as Unsubscribe. But I’m not sure how this will work with flows? Would we give them the option to only receive transactional messages? And if that’s the case, how do I implement this? FYI: The opt-in offer is 10% Off plus a free downloadable print. We give people the code instantly in the Opt-In pop up and also send it through in the Welcome Flow. Maybe people are getting the code and using it, but don’t want the emails?Also, the Sunset Flow has a high unsubscribe rate - I thought this would be expected?Overall, conversions are good - accounting for 12% of all sales. Appreciate any feedback/advice! Thanks, Amy

David To · Accepted Answer

Hello @AmyMOMO,Welcome back to the Klaviyo Community!If you haven’t had a chance to take a look yet, we actually offer some great resources on understanding unsubscribes and some best practices to lower them from the Help Center articles below:Understanding email unsubscribe ratesHow to decrease SMS unsubscribe ratesTroubleshooting decreasing KPIsGetting started with email deliverability monitoring and performance metricsIn my experience, a large number of unsubscribes typically indicate you’re either sending too many emails and/or you’re not targeting the right audiences. Oftentimes, both of these factors go hand-in-hand. When you aren’t targeting the right audiences who are engaged or want to engage with your content, they could see even two emails in a short period as having received too many since it doesn’t speak to the recipient.I would also suggest A/B testing your signup forms and flows to see how impactful removing the coupon from the form or flow would be. Although coupons are a great way to entice site visitors and subscribers, it can also lead to users signing up just to get a one-time discount. Which can lead to a high number of unsubscribes, as they’ll no longer want to receive future updates.I hope this helps!David

AmyMOMO · Answer

Thanks David, super helpful! I’ll definitely do some testing.Really appreciate it you taking the time to respond.Cheers,Amy

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