Daily Growth Tip: Minimize unsubscribes by allowing readers to select an email frequency Sending too many emails causes fatigue, while sending too few decreases value. And the sweet spot is unique to each subscriber. Allow them to choose their own email frequency in order to improve retention. According to a Demand Curve poll, 80% of newsletters leave people feeling exhausted these days. Because tired readers are more likely to unsubscribe, give them control over how frequently you email them. You can provide this option during signup, as a link in your emails, and in your unsubscribe flow. Most email marketing platforms make this relatively simple. At the very least, you should consider polling your subscribers to learn what the average reader wants.