Save up to 50% on annual marketing training memberships

Managing Email Unsubcribing

The industry vibe is everyone gets too many emails, brands send too many emails and email marketers often see open rates in the 15% to 25% range

Why don’t more people unsubscribe from email? It’s a perplexing question. The industry vibe is everyone gets too many emails, brands send too many emails and email marketers often see open rates in the 15% to 25% range. Yet unsubscribe rates are typically around 0.25% - according to email industry benchmark reports. [si_guide_block id="5508" title="Download our Premium Resource – Email marketing strategy guide" description="This comprehensive guide shows you how to take your email marketing strategy to the next level, covering a lot more than tips to improve your creative and copy."/] The new "Email Addiction" consumer research report just published by Zettasphere and Emailmonday provides an answer. The report is based on results of a consumer survey and sought to get…

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: Unsubscribe Rate 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…

Don't neglect your unsubscribing process

Getting your email unsubscribe process right is critical to your email marketing success. But, why? Surely concentrating your efforts on subscribers who have decided that they want to leave your list is time wasted. Wouldn't you be better off focusing your efforts on improving emails to those just entering the funnel, rather than those electing to drop out of it? We've been taking a look at best practices for managing email unsubscribes in a new research report on the State of Email Unsubscribing 2016 which we have published with Alchemy Worx. It reports on how retailers are managing unsubscribes, and then goes on to recommend best practice as well as mistakes to avoid. There are a number of  reasons why you need to get your unsubscribe process right, and it's not just about winning back customers. First of all consider these key points: Unsubscribing isn't a failure or even a permanent state for your…