New, exclusively for members
Free Personalized Learning Plan
Find the resources that are right for you with a personalized learning planGet started
This is the first of a two-part blog, covering subscriber loyalty and unsubscribing.
What will be covered:
Benjamin Franklin said there were only two things certain in life: death and taxes. Well in email marketing, there is only one: unsubscription.
Customers can move jobs, not feel engaged by the messaging or can just change their minds. In fact, I cannot think of one company that I have been subscribed to and stayed subscribed to. Having a unsubscribe/update preferences link is a legal requirement for all marketing emails. It's important to give your customers a simple and easy way to change their preferences/choices.
In today's chart, I look at unsubscribes by sector. The average unsubscribe rate is 0.49%. But the sector with the highest unsubscribe rate is B2B (non-retail) is displaying at 1.08%. While the best performing is Public Relations at 0.10%.
If you have a high unsubscribe rate, it's an indication that there is some customer dissatisfaction. There are a few things you can do if you are having a trend of high unsubscribes:
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.
Start the discussion on our community and social networks
Recommended Blog Posts
How email automation can create better results for your email marketing strategy At Communicator, we are trusted partners in email marketing. We work in partnership with our customers, which are all ambitious brands to make sure that they are achieving …..
Popular Blog Posts
Statistics on consumer mobile usage and adoption to inform your mobile marketing strategy mobile site design and app development “Mobile to overtake fixed Internet access by 2014” was the huge headline summarising the bold prediction from 2008 by Mary Meeker, an …..
Landing page examples and best practice advice Discussion of web design in companies who don’t know the power of landing pages still often focuses on the home page. But savvy companies know that custom landing pages are essential to maximise conversion …..
Use the RACE Planning System to get ahead in your digital marketing The first edition of my book Internet Marketing: Strategy, Planning and Implementation from 2001 included a popular template for creating what we then called an Internet Marketing Plan. Today, …..