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Understanding the Unsubscribe Rate
The unsubscribe rate represents the percentage of users who opted out after receiving a specific email campaign. This metric is calculated using the following formula:
UR = number of unsubscribes ÷ number of delivered emails × 100%
For example, if a company sent a campaign to 1000 subscribers and 10 of them unsubscribed, the unsubscribe rate would be:
UR = 10 ÷ 1000 × 100 = 1%
It is important to note that there is no optimal unsubscribe rate. The rate can vary based on various factors, including industry, volume of emails sent, and the content of the campaign.
However, there are general benchmarks for evaluating unsubscribe rates:
- 0.1% or less — normal unsubscribe rate.
- 0.1% - 0.3% — elevated but still acceptable level (typically for commercial campaigns).
- More than 0.3% — high unsubscribe rate, which may indicate issues with content quality.
It is recommended to track the metrics of multiple campaigns. If the unsubscribe rate in a particular issue exceeds the average, it is not always critical. For instance, after several informational emails, a commercial message may not resonate with part of the audience.
Why Track the Unsubscribe Rate
Regularly monitoring the unsubscribe rate allows you to address several important tasks:
- Avoid deliverability issues. A high unsubscribe count can negatively impact the sender's reputation. If subscribers are opting out, it may indicate that the content is not engaging.
- Receive feedback on the campaign. The unsubscribe rate serves as an indicator of the success of your experiments with email format and content.
- Assess the quality of the list. A high unsubscribe rate, especially among new subscribers, may indicate that the wrong audience is being targeted.
According to Campaign Monitor, the average unsubscribe rate for 2021 was 0.1%. A simple way to find out the number of unsubscribes is to use email marketing services like Unisender, where this information is available in the "Campaigns" section.
How to Reduce Unsubscribes
To minimize the unsubscribe rate, it is essential that your campaigns align with the interests of your subscribers. Consider the following recommendations:
- Customize the campaign. Allow users to choose what content they want to receive and how often. This can enhance audience engagement.
- Segment the list. Divide the audience into segments based on interests, age, and other criteria to offer the most relevant content.
- Choose communication channels. Offer alternative channels for communication, such as social media or messaging apps, if subscribers prefer not to receive emails.
- Maintain sending frequency. Ensure that your emails arrive as promised. Excessive frequency can lead to unsubscribes, while infrequent emails can cause users to forget about their subscription.
- Gather feedback. Ask subscribers what they feel is missing from your emails and consider their opinions to improve content.
- Work on subscriber retention. Discover the reasons for unsubscribes and adjust your strategy based on the data collected.
Conclusion
Tracking the unsubscribe rate is an integral part of a successful email marketing strategy. It not only helps maintain content quality but also fosters a loyal and engaged audience. By paying attention to these aspects, you can significantly reduce the unsubscribe rate and improve the overall effectiveness of your campaigns.