Limited Time Offer: 50% off Individual Membership*

Transform your marketing and develop your career in digital

Keep up-to-date and learn new skills to develop your professional career with a complete system of information-packed guides, templates, micro e-learning courses, and a personalized learning plan.

Learn More

*New Individual Annual members only. Valid until 31st August 2019. Read More... Terms and Conditions This offer gives you 50% off our RRP price of Individual Membership (12x monthly payments) subscription. Membership must be paid in full upon sign-up for the year ahead and gives you unlimited access to all individual-level resources. Membership renews on the anniversary of your purchase and remains the same price for every consecutive year you remain a member. If you choose to cancel your membership, or let your membership lapse, we cannot guarantee the same offer. Offer ends 31.08.19. New Individual annual members only.

August promotion 2019
7 day money back guarantee

Offer ends in:

:::
Explore our Email Marketing and Marketing Automation Toolkit

What is a good unsubscribe rate?

By Kim Greenop-Gadsby 21 Jun, 2017
Essential

Chart of the Day: Understanding subscriber loyalty - Part 1 of 2

This is the first of a two-part blog, covering subscriber loyalty and unsubscribing.

What will be covered:

  1. Unsubscribe Rate
  2. Unsubscribe-to-open Rate

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:

  • Survey: send a survey to those who are still subscribed to find out how they are finding your communications
  • Double-opt in: set up a double-opt in for all new subscribers, so you are certain that your clients want your communications
  • Test: try sending different email styles, more/less content or less/more often.

Email Benchmarking is discussed in greater detail in our post, Email Statistics - 2017 update.

What is a good unsubscribe rate?

By Kim Greenop-Gadsby

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.

This blog post has been tagged with:

Managing Email Unsubcribing

Start the discussion on our community and social networks

Turbocharge your results with our

Email marketing and marketing automation Toolkit

Get FREE marketing planning templates

Start your Digital Marketing Plan today with our Free membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments

Need help with your Email marketing?

Get more from your digital marketing with in-company or remote training and consultancy from Smart Insights

Get FREE marketing planning templates

Start your Digital Marketing Plan today with our Free membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments

Recommended Blog Posts

Popular Blog Posts