Email is one of the best ways to reach consumers. So when you see your email unsubscribe rate spike, that means your consumers aren’t just no longer interested in reading your content, they don’t even want to see it in their inbox anymoreOuch.
“Marketers cannot afford to ignore unsubscribe rate,” says Susan McPherson, SVP of CSR at Fenton. It’s one thing if consumers aren’t opening your emails, but if they’re actively unsubscribing, you have some work to do.
If users unsubscribe, don’t take it personally, says Cassie Lancellotti-Young, Sailthru’s VP of Client Optimization and Analytics“Even the best marketing programs fall victim to this issue,” says Lancellotti-Young. She explains that across Sailthru’s client base, consumers are most likely to unsubscribe within 30 days of subscribing. Though Sailthru encourages clients to keep their 30-day unsubscribe rates under 3%, some businesses see rates creeping toward 10% and beyond. Wondering why your new subscribers would jump ship so quickly? The likely culprits are “sending cadence” (read: too much email) or irrelevant emails. Read more…
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