Unsubscribe Rate - Is it good or bad? What if I say they are both good as well as bad. On a brighter side, it helps you clean your list. While on the darker side it's painful to see the contacts moving out. Leaving you to ponder what you could’ve done to save those unsubscribers.
What is an Unsubscribe Rate?
An unsubscribe rate shows you the percentage of users who have opted-out from your mailing list after an email campaign. This tells you the number of subscribers who have chosen not to receive your newsletter any further.
Higher the unsubscribe rate, lower your email deliverability, and domain reputation leading to ISP or email service providers like Gmail and Yahoo marking you as Spam. A spike in this number helps you understand which campaigns are working and which aren’t.
How to calculate Unsubscribe Rate?
An unsubscribe rate is the number of unsubscribes divided by the number of emails delivered.
For example, if 3000 emails are delivered in your email campaign and 20 subscribers have opted-out then your unsubscribe rate is 0.6%. A good unsubscribe rate is 0.5%, however, this varies according to your industry. Do check here for the unsubscribe rate across various sectors.
Well, how will you know when someone clicks on the unsubscribe button in your email? ESPs like SendX helps you track your unsubscribe rate over a period of time or across a campaign.
This helps you do an audience analysis - what did your subscriber like or dislike about it? What interests them? What is the pattern of your unsubscribe rate? Did it increase because of the email format, or maybe an irrelevant subject line triggered it?
Tracking your unsubscribe rate from time to time is not just critical but essential as it helps you realign your email marketing strategy.
Ways to reduce Unsubscribe Rate
- Segment your email list - Segmenting your audience from time to time can help you send content that is relevant to them, bringing your unsubscriber down. Follow the best practices mentioned here if you have an email list of 100k or more. If you have a comparatively smaller list, do check out our ultimate small business marketing guide.
- Understand the goals of your email marketing - Users stick around only if you provide valuable and relevant information. Determine the goals of your campaign, build engaging content that interests your reader. Check out our 5 Email Copywriting tips for creating engaging content.
- Follow the art of personalization - Too many emails from the same brand can be annoying at times. Understand what your subscriber needs and send them only that. Check this guide to bulk email blasts
Remember, unsubscribe is part of the game and you can’t completely avoid it. However, you can track it to analyse the success of your campaigns and make modifications accordingly.