An unsubscribe rate below 1% is generally considered within the industry norm. However, this can vary depending on the context of your campaign and your industry. For example, sending emails to new lists often results in higher unsubscribe rates compared to campaigns sent to previously engaged recipients.
Key benchmarks for unsubscribe rates:
- 0% to 0.5%: Excellent range, considered industry best practice.
- 0.5% to 1%: Acceptable range, but may require some fine-tuning.
- Above 1%: Needs attention; evaluate your strategy.
Why do recipients unsubscribe?
There are typically two main reasons:
- They’ve forgotten about you: Your emails may lack regularity or recognition.
- They’re no longer interested: Your content or frequency may no longer align with their preferences.
Tips to keep unsubscribe rates low:
- Build a quality contact list: Only email recipients who have explicitly opted in to receive your communications.
- Optimize email frequency: Engage consistently but avoid overwhelming. Aim to send at least one email per month to maintain familiarity.
- Ensure relevant content: Personalize your messages to align with your audience’s interests and avoid spam-like content.
- Provide value: Share compelling updates, insights, or offers that reinforce your credibility and usefulness.
- Maintain a visible unsubscribe link: Make it easy for uninterested recipients to opt out, preventing frustration and potential spam complaints.
Remember:
An unsubscribe is not necessarily a negative outcome. It’s an opportunity to refine your approach, ensuring that your email list remains engaged and active. Consider it part of a natural list-cleaning process, which is essential for maintaining high deliverability and engagement rates.