How to Not Annoy Email Subscribers: 6 Best Practices

Introduction: Don’t Be That Marketer

You know the feeling: an email hits your inbox—again. You roll your eyes because you’ve already seen it (or worse, opened it), and now it’s cluttering up your inbox. Congratulations, that brand has just earned a one-way ticket to the unsubscribe list.

Annoying your subscribers isn’t just bad manners—it’s bad business. When the emails you send frustrate people, you lose trust, engagement, and customers. So, how do you keep with email marketing best practices while keeping your strategy effective without crossing the line into “spammy and desperate” territory?

Let’s examine the key strategies for keeping your email subscribers happy, engaged, and away from that unsubscribe button.

1. Don’t Resend Emails Without a Plan

Resending emails can be effective—but only if you’re strategic. Mindlessly hitting “resend” to your entire list screams lazy, and worse, it frustrates subscribers who’ve already engaged.

Best Practices for Resending Emails:

1. Exclude Openers: Don’t send the same email to people who have already opened it. You’re essentially shouting, “Hey, remember this thing you already saw?!”
2. Change the Subject Line: If you’re resending to non-openers, update the subject line to make it feel fresh and relevant. A/B tests different angles to find what resonates.
3. Wait, Then Resend: Don’t resend an email an hour later. Give your subscribers time—at least 48 hours—before following up.

If you do it right, resending emails can capture missed opportunities. If done wrong, it’s a one-way ticket to “annoying brand” status.

2. Stop Sending Emails No One Asked For

Relevance is everything. If you’re blasting generic emails to your entire list without considering their preferences or behaviors, you’re asking for trouble.

How to Stay Relevant:

1. Segment your audience by behavior, interest, or demographics.
2. Personalize subject lines and content to match their needs.
3. Use dynamic content to make emails feel tailored.

RememberPro tip: Before sending, ask yourself, Would I open this? If the answer is no, your audience probably won’t either.

3. Respect Their Inbox Cadence

No one wants to hear from you every day (unless you’re delivering free money or puppies), and over-emailing is one of the fastest ways to lose subscribers.

How to Avoid Inbox Overload:

1. When subscribers sign up, set clear expectations—let them know how often they’ll hear from you.
2. Stick to a consistent schedule, but don’t hesitate to slow down if engagement drops.
3. Use engagement-based suppression lists to reduce frequency for people who haven’t opened an email in a while.

Remember, more emails don’t equal more results. Respect their time, and they’ll be more likely to engage.

>>Related: B2B Email Deliverability Benchmarks<<

4. Make Unsubscribing Easy

Here’s the thing: if someone wants to unsubscribe, let them. Forcing them to jump through hoops will only hurt your reputation – and further aggravate them..

The Right Way to Handle Unsubscribes:

1. Make the unsubscribe link visible and easy to use (no 8-point font hidden in a sea of legal jargon).
2. Offer preference centers where subscribers can reduce email frequency instead of leaving entirely.
3. Say goodbye graciously. Even if the subscriber chooses to leave, a simple “We’re sad to see you go” message can leave a positive impression.

Pro tip: Making it hard to unsubscribe doesn’t keep people—it just makes them angry.

>>Related: How to Reengage Inactive Contacts with Nurture Emails<<

5. Don’t Forget the Mobile Experience

Nearly half of all emails sent are opened via mobile devices. When your email formatting looks jumbled on the phone, you will drive subscribers away.

Mobile-Friendly Email Tips:

1. Use single-column layouts for readability.
2. Keep subject lines short and punchy (under 50 characters).
3. Test, test, test—always preview your email on mobile before sending.

When it comes to email marketing best practices – simpler is better. If your email doesn’t work on mobile, it doesn’t work, period.

6. Treat Your Subscribers Like People, Not Numbers

At the heart of every great email strategy is a simple truth: your subscribers are real people. They have limited time, overflowing inboxes, and a low tolerance for irrelevant noise.

How to Show You Care:

1. Speak their language—avoid jargon and marketing fluff.
2. Focus on value—what’s in it for them?
3. Deliver on your promises. If they signed up for exclusive offers, don’t send generic blog posts instead.

Subscribers who feel respected and understood are far more likely to stick around—and convert.

Conclusion: A Little Thoughtfulness Goes a Long Way

Email marketing is a balancing act. When done thoughtfully, it’s a powerful way to build relationships and drive results. When done poorly, it’s a shortcut to unsubscribe-ville.

The key? Treat your subscribers the way you want to be treated. Respect their time, deliver value, and for the love of all things marketing, don’t send them the same email twice without tweaking it first.

Your subscribers will thank you—with their clicks, opens, and loyalty.