Opt-out rates above ~0.5% per send are usually a sign that something is wrong — most healthy dispensary lists run 0.1-0.3%. When the number spikes, the cost is dual: lost LTV from each customer who leaves, and degraded sender reputation that quietly hurts every future send. Bringing opt-outs back down is one of the highest-ROI moves an operator can make.
1. Cadence is the most common culprit
Most opt-out spikes trace back to send frequency. Customers will tolerate 1-2 messages a week from a brand they like; 4-5 starts to feel like noise. Enforce cadence caps (max N messages per customer per week, counting every channel and automation) and let triggered messages take priority over broadcasts when the cap is hit.
2. Audit segmentation quality
Generic blasts to "everyone" produce higher opt-out rates than targeted sends to relevant segments — every time. If most campaigns go to broad audiences, opt-out rate will reflect that. Move toward category-affinity, visit-cadence, and tier-based segmentation so each customer gets fewer, more relevant messages.
The discipline
The fastest way to reduce opt-outs without reducing volume is to increase relevance per message. Same number of sends, narrower targeting, better content fit, lower opt-out rate.
3. Audit content for relevance and tone
Generic promotional copy ("BIG SALE TODAY ONLY") burns lists faster than informational or experience-driven copy ("New drop landed this week"). Lead with what the customer cares about: product availability, exclusive access, useful information. Save heavy promotional language for the audiences that actually respond to it.
4. Honor opt-outs everywhere — instantly
Customers who try to opt out and get more messages anyway file complaints. Complaints to carriers are worse than opt-outs because they degrade sender reputation across every future send. Suppression list enforcement must be instant and universal — across every automation, every integration, every channel.
5. Run list hygiene continuously
Inactive subscribers don't just sit harmlessly on the list — they drag down engagement metrics and over time degrade reputation. Suppress 90-day non-openers from broadcast sends; keep them eligible for high-relevance triggered automations. Hygiene reduces opt-outs by sending less to people who weren't engaging anyway.
6. Investigate opt-out spikes the same day they happen
A 2x spike on a specific campaign tells you exactly what didn't work — copy, segment, timing, or all three. Treat opt-out spikes as signal, not noise. The campaigns that drive the most opt-outs are usually the ones that get repeated because their gross numbers looked fine.