Why my un-subscription has gone high?

To understand why the un-subscription is high, let’s try to understand how the un-subscription works. When a user unsubscribes from the push notification, the information is saved on the user’s browser. However, your subscriber number will remain the same as no information is yet been received regarding the un-subscription. Next time, when you send a notification, the browser of the user will notify the Push Notification service provider that the user has un-subscribed. Post this, your push notification subscriber list will be updated and will remove the un-subscribed user from the Active List. However, to maintain a good result from your campaign, you need to reduce the unsubscribe rate for your push notification.

Usually, when you do not send any notification for a long time, you will not know how many have already unsubscribed. Once you send the notification, the subscriber data will get updated. You may see the un-subscription gone high because you have sent notification after a long gap and hence the subscriber number also got updated lately.

Let’s check out some of the known reasons for un-subscription:

Long Gap: You need to be engaged with the customer by sending a regular notification. When you are not in touch with the customer, they may unsubscribe from your notification.

Sending Frequently: If you send frequently, the customer may get annoyed and unsubscribe from your notification.

Other reasons: Every 6 months browser refreshes the device-token which is used in the subscription object. If the user does not re-visit the website after the token is refreshed, then due to refreshed token not being stored in the database the user is marked as unsubscribed or we consider it as subscriber loss.

Tactics to Reduce Push Notification Unsubscribe Rate

Push Notification allows you to gain subscriber at a faster rate than any other tool. Asklaila, one of the leading platforms for promoting local business, got 3X higher subscription rate as compared to e-mail.


After putting a lot of efforts in getting subscribers, you do not want to lose them. Below are the some of the best practices you can follow to reduce your unsubscribe rate:

Targeted Notification

Create and notification for the targeted segment. If you send generic segments to all, the customer will think of it as spam and unsubscribe. To reduce unsubscribe rate always segment your subscribers based on different attributes. With PushEngage, you can segment push subscribers in 6 different ways. Moreover, as per the industry-wide study, the notification sent to segment resulted in 2X increased click rates as compared to the notification sent to all.

Web Push Click Rate

Trigger Notification

If you send personalize and contextual notification, the user can relate to the same and will not unsubscribe. Using Trigger Notification, you can customize the notification accordingly and send on time. For e.g., if a user has downloaded a pdf file from your website or watched a video, you can trigger a notification which is relevant to what user watched or downloaded. This way the user will be engaged with your website. This will lead to user satisfaction and lesser unsubscription.

Regular notification

Send notification regularly to keep your customers engaged. You can create drip notifications to be sent at regular intervals to customers. This way you will never miss sending a notification to users. Avoid long gap in sending notification as the user may unsubscribe to the push notification.

The timing of Sending Notification

Timing is very crucial when sending notifications. If you send a notification when the user is not active, the notification will be missed. This way the user will not see any notification from you. The user may think of the push subscription as spam and unsubscribe as he never received any notification from your site.

Expiry of Notifications

When sending a notification, always put expiry for the notifications. If you don’t user may receive all the notification at once when he logins to the browser. Consider a scenario when you send a notification regarding an offer. However, the user receives the notification after the offer has expired. The user will feel that you didn’t update him on time and so he missed the offer and may unsubscribe. If you put an expiry date on the notification, the notification will automatically get expired and the user will not receive the same after the expiry date.

Notification Language

If your business local. If yes, then it is better to send notification in the local language. You have used local language in subscription opt-in but while sending a notification, you are using another language. The subscriber will not be able to relate to the notification you send and may unsubscribe. It’s always better to send notification in the local language of your subscriber. At PushEngage, geo-segmentation of the subscriber is offered by default. You can send notification in specific geo language to get higher click rates and lower un-subscription.

AB Testing

You can do AB testing of your push notification. With AB testing you will know what types of notifications are more favored by different customer segment. AB testing will help to test different attributes of the Push Notification and finding the winner. You can then send the rest of the notifications according to the winning push notification.

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