All email marketers are keen to keep their unsubscribe rate a minimum, although it will never be zero.
Here's interesting new data on the reasons why unsubscribes happen in this infographic from Litmus. It's down to Relevance and Frequency as you'd expect. The main learning for me, is suggesting how you should go beyond the email broadcast stats and finding what your audience want from your content and their preferred frequency. That means asking them through focus groups or additional
I always think "spam is in the eye of the beholder (ouch)" - if you're not relevant, then a subscriber will think you're a spammer, even if you're an established brand.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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