Hello,
We've observed a marked increase in the number of unsubscribers across our Klaviyo accounts in recent weeks.
Disclaimer:
I am fully aware that this is usually the result of worse content, new segments definitions or something of the sort, and of course that was the first thing I considered, but after doing some digging I quickly realised that this has to be something else entirely
Why I believe it’s not the content/segments?
A couple of things that would support this are:
- No changes in our standard sending regime: same schedule, segments and material
- No drop in other engagement metrics: other metrics like open rate, click rate, revenue, spam rate etc. stayed similar or even improved
- Not on all accounts: only seeing it on a couple of our Klaviyo accounts
- An unusual spike in daily unsubscribe rates has occurred, even on non-campaign days. We actually manage about 3x more unsubs even on non-campaign days. Highly unusual.
Considering new sender requirements
Initially, I suspected the increased unsubscribes could be linked to recent "one-click unsubscribe" features introduced by Yahoo and Google. However, further examination of the activity feed suggests a different issue.
Abnormal, glitchy or bot-like behaviour
We've detected irregularities, such as subscribers opting out from emails sent several weeks or months ago. A notable instance involves a customer who unsubscribed at 1:32 PM GMT+1 and then proceeded to open over 50 emails within a three-minute span post-unsubscription.
Such patterns seem inconsistent with genuine user behavior and may indicate a system glitch or bot activity.
Similar issues?
Are there others experiencing this anomaly? If you've noticed a similar pattern or have encountered this in the past, your insights could be vital in identifying whether this is a broader issue or an isolated incident.
