B
Evidence Grade B
Graded
under review
Safe to Cite
Current
40%
40% -- unsubscribe rate reduction for e-commerce subscribers who set preferences (2026)
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
40%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
ExceloHunt
Primary
Tier B
https://www.excelohunt.com/blog/email-frequency-best-practices/ ↗
Source Article
How Often Should You Email Your Customers? The Data-Backed Answer
How Often Should You Email Your Customers? The Data-Backed Answer
“How often should we email our list?” It’s the question every e-commerce brand asks, and the internet gives you the most useless answer possible: “It depends.”
That’s technically true. But it’s also lazy. After managing email programs…
Original Research
ExceloHunt
· Original study ↗
Methodology
Subscribers who set email preferences vs. those who don't
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
e-commerce subscribers who set preferences: 40% unsubscribe rate reduction. Source: ExceloHunt (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/preference-center-unsubscribe-reduction
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<blockquote cite="https://lighthousedata.io/data/preference-center-unsubscribe-reduction" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>40%</strong> -- unsubscribe rate reduction for e-commerce subscribers who set preferences<br><small>Source: ExceloHunt (2026) · <a href="https://lighthousedata.io/data/preference-center-unsubscribe-reduction" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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