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This is the last of a two-part blog, covering subscriber loyalty and unsubscribing following on from - What is a good Unsubscribe Rate?
We all know about click-to-open (CTO) metrics and even click-through-rate (CTR), but what the heck is unsubscribe-to-open (UTO)?
UTO, is a good indication of how unsatisfied a customer is with your email. They are the customers, who open your email but promptly unsubscribe.
If your Email Service Provider (ESP) doesn't offer this statistic in your reporting, you can calculate it yourself.
(Total Unsubscribe/Opt-Outs ÷ Unique Opens) × 100
Eg: (20 ÷ 359) × 100 = 5.57%
Is this UTO rate good or bad? In today's chart, it shows that the average UTO is 2.59%. So the above example is performing rather poorly. The sector with the highest UTO rates is Sales/Marketing/Design at 4.89%. While the best performing is Public Relations at 0.31%.
Email Benchmarking is discussed in greater detail in our post, Email Statistics - 2017 update.
By Kim Greenop-Gadsby
I am the Email Marketing Manager for Smart Insights. I manage all our email marketing and our automation platform. I get very excited about all things email because I'm just a #EmailGeekUK. I was born and bred in South Africa and have over 16 years experience in web development and digital marketing. When I'm not being an email geek, I spend my time with my husband, two sons and our menagerie of pets.
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