Contact management

Learning About Your Email Campaign Unsubscribe Rate

Learn all you need to know about the email campaign unsubscribe rate


Creating and implementing a successful email marketing campaign can take a great deal of time, trial and error. Is the email informative? Does it include an attractive offer for your audience? How about your unsubscribe rate? Is it too high and are you struggling to understand why? Read on to find out more about creating a successful email campaign with low unsubscribe numbers.


The role of the unsubscribe button

Put simply, the role of the unsubscribe button is to cleanse your database. Those who are interested in you and your products or services will continue to engage and interact work you. Those who are not, will unsubscribe. This could be for a number of reasons – your services are no longer required, a person may have moved to a different job or could even have a brand new email address. With all this, it’s important to consider the number of unsubscribers you may be seeing – the more unsubscribed you have, the more damage you’ll make for your sender reputation.


What is the average unsubscribe number?

You may be wondering what is the average unsubscribe rate for emails? Many businesses choose to ignore their email unsubscribe figures – this is the biggest mistake any business can make. A high unsubscribe number can tell a business in a fairly certain way that the audience is not interested in the message you try to convey, and that they have essentially switched off from your business. In turn, this can cost you dearly, in both sales and reputation. With time, your emails could be going to your audience’s spam boxes, which could have a detrimental effect on your business.

Generally, the average unsubscribe number is 0.5%. Anything below this is considered to be very effective. If you consistently lose more than this figure, it may be time to improve and work on your campaigns. Look at the design and consider refreshing your template, consider the tone of your content and you could even send out a survey to ask for feedback. Take this into account to improve your average unsubscribe rate for email campaigns. With the improvements made, you may be looking at a new, lower rate of 0.2% which is considered a highly successful campaign.


How to calculate unsubscribe rate?

Your chosen email campaign platform will be able to calculate your unsubscribe number for you – this way you are easily able to understand the data. This metric is measured by dividing the number of people who unsubscribed with the number of emails sent and then times this figure with a hundred. This is the method you can use to calculate other aspects of your email campaigns such as the click through rate, bounce figure or the number delivered. Knowing how to calculate these figures manually can give you the confidence to know that the figures provided are correct.


Decrease your unsubscribe figure

There a few ways you can decrease your unsubscribe figure. You should take the time to segment your subscribers into relevant lists – this way, you can send targeted and relevant emails depending on the list. For example, if you have an offer for subscribers who are repeat customers, then a tattered email can be sent to those in this list. The subscribers in each list should be engaged in your activities and are therefore much less likely to unsubscribe from your emails. With a segmented email database, you should have higher click through rates, open rates and higher revenue.

Another consideration is the frequency of your emails. Send to many and you risk being marked as spam and send too little, you risk being forgotten. This is another benefit of asking your subscribers for feedback. You should also be realistic in terms of the quality of emails you can send with regards to time. Email campaigns require a great deal of research, effort and quality so sending too many may impact some or all of these aspects.

Have you also thought about the subject line? This may be an oversight, however the subject line you choose is imperative to unsubscribers. A subscriber who is constantly emailed with a subject line they deem full or irrelevant is almost certainly going to unsubscribe. Keep text relevant, enticing and personal. It should also be short, no more than five words and really think about what would make a reader excited about your business.

The final way to decrease unsubscribers is by offering a double opt-in – this way you’ll know that your audience is really interested in what you have to offer and will be much less likely to unsubscribe. Double opt-in simply means that a user will include their email address to the contact form on your website, they’ll then receive a confirmation email asking them to click a link to be taken back to the site. This shows that a user is interested and invested in you.

You may have thought that understanding your unsubscribe rates were pointless but in actual fact, they’re considerably important for securing sales, reputation and trust. Understanding how to calculate the figures manually is an added benefit as well as knowing what your subscribers wants to read. You should also consider personalized emails as well as the double opt-in do that users really do feel that they’re at the forefront of your marketing strategy.

With patience and research, you can work on decreasing your average unsubscribe rate for email marketing and really make the most out of your exciting email campaigns.

No category

What is Email List Segmentation

learn the best techniques for email marketing segmentation

Email segmentation is the process of sorting the contacts on your email list into different groups or segments. Why? So you can be sure that your email contacts will receive only relevant contact during your email marketing campaigns. People who have an interest in your brand might not mind receiving those emails. On the other hand, other people could just label your email irrelevant and unsubscribe. Why should you lose customers over irrelevant content, when your next email campaign could feature content they’ll love and that will even persuade them to buy? Email marketing segmentation is the answer.


How to Segment an Email List

How you segment your email list depends on what type of business you do. If you market to other businesses (B2B), or people who work in other businesses, you might want to categorize your email list by the different industries in which your customers work. You don’t want to send emails about materials for kindergarten students to university professors. Sort your contacts according to job, company or industry. Marketing to individual customers (B2C) means categorizing by age, gender, or if you have some more detailed information, by persona. The situation in business to customer marketing is different to business to business marketing.


What is Email List Segmentation?

The segmentation of an email list is simply the process of dividing your email list into different target groups depending on their common bond. All the males, all the females, members of a particular age group, workers in a certain industry. Whatever is the common denominator of a particular group, be it cat owners, dog owners, practitioners of a particular craft, keep your list segmented according to the target customer’s area of interest. That’s the first step in a successful segmented email campaign.


What is a Segmented Email Campaign?

A segmented email campaign is an email marketing campaign that aims to increase sales by targeting customers with content that’s particularly relevant to their needs and interests. Instead of sending out one-size-fits-all emails to every email on the list, the campaign targets particular customers who are expected to respond in a positive way to the campaign because of their particular needs and interests. If a particular campaign is not relevant to certain customers, they should not receive these campaign emails. When a relevant campaign starts, they can then be targeted by appropriate and relevant emails.


Email Marketing Segmentation – Some Tips & Tricks

There are a few tips for making the email segmentation work better to convert leads and bring in sales. Let’s take a look at them.


Choose An Email Marketing Service

Use an email marketing service that can help you with email marketing. Check out as many of these services as you can. You will find they will have different pricing tiers depending on the volume of email you send. Start at the lowest pricing tier and as your list grows, you can upgrade.


Create a Lead Magnet

Create a lead magnet to attract your ideal customer, or customers. Based on which lead magnet for which they sign up, you can get an idea of the interests of the new subscriber. The lead magnet could be an ebook or a checklist created around the customer’s area of interest. If a new subscriber signs up for several lead magnets, you may like to add them to several different segments.


Respect Subscriber Preferences

At the start of a new subscriber relationship, your welcome email should arrive immediately. Check with your subscriber regarding frequency of emails. If you’re a keen email marketer, you may like sending out several targeted emails every week. If you send out more than one email per week, you must ask your subscriber if this is acceptable. Some subscribers may even prefer monthly emails. Take their preference on board.


Target One-Off Purchasers

Find the purchasers who have bought from you only once. Send them regular emails. Give them discount coupons to win them back.


Reward Frequent Customers

Use targeted emails to reward frequent customers with discount coupons. These customers are likely to develop a relationship with your company over time. This way, it’s easy to keep them coming back to buy regularly from you.


Email Segmentation Statistics

Personalized emails work. According to the Optinmonster blog, 82% of marketers report improved email opening rates due to email personalization. When emails are targeted correctly, the receiver opens and reads. Segmented email campaigns tend to have over 14% higher opening rates than non-segmented email campaigns. Studies also report over 100% higher click through rates for segmented email campaigns, as opposed to non-segmented campaigns. According to Experian, personalized emails bring in six times the amount of income and transaction rates. So email marketing segmentation is well worth exploring.

Get better

Tips to Improve Your Email Deliverability Rate

email deliverability is one of the most important metrics to analyze

Email marketing is one of the things that marketers find challenging. From copywriting to list building to measurement, each day comes with a new thing to learn. In this article, we will cover how to improve email deliverability rates. To best cover the topic, we will explore in terms of email marketing deliverability best practices.


What is Email Deliverability?

Let us begin by looking at the email deliverability definition. Email marketing deliverability is the ability to send emails to subscribers’ inboxes. It is the tool used by marketers to gauge the probability of their email campaigns being accessible to their subscribers in relation to actual deliveries such as throttling, ISPs, spam, bounces, bulking, etc. These elements can be used to improve email deliverability.


How to Increase Email Deliverability

Here are the ground-breaking tips that can be used by marketers to enhance the performance of their email marketing campaigns.


Take Your time

When crafting a marketing email, people usually start by creating subject lines. The mistake is that they normally come up with subject lines after creating the content. What happens is that when marketers are done creating the content, they feel that the work is done, with only a few details left. This implies that the subject line is regarded as a ‘simple detail,’ but in the real sense, it can make a difference. Most subscribers choose to read or delete emails based on the subject lines.


Test Each Line Subject Ahead of Delivery

It would be great if email marketers could test their subject lines before hitting send. There are quite many email testers that they can use to ensure that you send the right subject lines to their subscribers. The tools have features that can help optimize subject lines to enhance their chances of gaining the interest of clients globally.


Use Real Name in Sender’s Field

Receiving an email from someone with an actual name feels friendlier than when a brand name is used. Before you check email deliverability and what needs to be rectified, it is vital that you always use your real name when communicating with clients through emails.

If you are an employee working for a brand, it would be prudent of you to include your name so that clients can feel that you relate with them closely. On the other hand, if you are a blogger or a personal consultant, your name can serve as a section of the brand, which is a great way to gain a competitive edge.


Only Send When You Have Something Valuable

Marketers must only embrace the art of only sharing emails when they have crucial things to share. If you send random emails to your clients, the chances are that you will make them unsubscribe from your newsletter. For instance, you should send an email if you have a must-have offer, you can let your subscribers know about it, and make sure to highlight why they might need such an offer. Email marketing is crucial and complex; therefore, make sure that you are careful what you share with your clients.


Align Everything

Having the right email copy means that you will have everything perfectly aligned. It is vital to ensure that your copy delivers based on the subject line. Also, the content should deliver on the promise of the landing page on which the subscribers signed up. For instance, if you are working on a lead market ebook, the chances are that you will have a copy of the book on both the landing page and the opt-in form. When delivering the confirmation page, you will send it based on the title of the book you are promoting, as well as the picture of the book you are marketing.


Steal Great Ideas

This is a legal kind of stealing. For example, you can use free online resources to get inspiration on how to check email deliverability by subscribing to your competitor’s newsletters or any other newsletter that might interest you. That way, you will be able to know if they are doing things that can be used to win the attention of your subscribers. You can add the same to your current email marketing mix to enhance the overall performance of your business.


Be As Relevant as Possible

Each time you sit down to write an email, you must always have your readers in mind. After all, email marketing is not about you; it is about the people reading your content. Therefore, think about the reasons they subscribed to your newsletter and make sure to meet their expectations. You must keep your emails relevant since without that, you will not meet their expectations, and many of them will be forced to opt-out. Your content should answer all the questions that might pop up in their minds while reading through.


Put Important Words at The Beginning

Each time you are creating an email, make sure that you have keywords and that they appear within the first two to three lines. Nowadays, more than 50% of emails are accessed on mobile devices. You need to adjust to this medium and type of display. With webmails on mobile devices, there is not enough space for many characters in the subject line, so you need to hone your creativity. You can solve the issue by ensuring that the main words are placed within the first few lines into the emails so that your readers keep going through the content. Note that they will judge whether to keep reading based on the strength of your keywords and other terms used in the email.


The Bottom Line

High email deliverability rate is vital for a company. But it is not something you can achieve overnight. It all depends on what you know and how well you execute your marketing strategies. By using the tips shared, you can gain a competitive edge against your competitors. Make sure that your email provides quality for your subscribers and make sure to reply to each question that they might have.

Result analysis

Moving an email campaign past the average open rate

tips to improve the average email campaign open rate


According to studies, the average open rate for email marketing in 2019 was 17.8%. You may think these annual figures will continually increase, but interestingly not all sectors grow year on year. Some, including the retail industry, experienced a lower email open rate in 2019 than they did the previous year. The rate for retail in 2018 was 14.98%, but this fell slightly to 13.9% in 2019. Non-profit organizations, government departments and educational organizations had higher open rates that were constantly improving. The fall in email open rates for some sectors can be explained in part by the fact that they are often part of the most competitive industries.


Why is the average open rate for email marketing so significant?

Open rates are amongst the key metrics to monitor when running a campaign, or even checking the progress of a weekly newsletter. This isn’t simply to find out whether you’ve managed to meet the global average, it’s also to ensure that people on your list are actually opening the emails you send. The exact figures are usually available from any good email provider, as many calculate open rates automatically. Alternatively, there is a simple way of establishing the rate yourself. Start by dividing the number of opens by the number of emails you’ve sent out. Next, minus the bounce figure and you have the average open rate.


What is the average open rate for email marketing in my industry?

There is no single open rate score that every business should aspire to, because each industry is different. It’s worth bearing in mind that even industries with the highest open rates, such as child care and animal services remain under 30%. To find out more about the open rates for your industry, take a look at the statistics provided by email marketing companies such as Mailify. Many businesses mistakenly believe that their open rates are low compared to those of their competitors, but as long as yours are in the same general area there’s no cause for concern. On the other hand, if you discover that you don’t measure up as well as you’d hoped, just put in place reasonable targets for increasing your average open rate.


Effective ways to boost your average email campaign open rate

Whether you are promoting a product, informing your subscribers or making an important announcement, average open rates on email campaigns are hugely significant. If you decide that your email open rate could do with a boost, there are practical steps you can take to get more people reading your messages.


Use targeted campaigns

Sending every email to every person on your list is a particularly ineffective way of reaching out. To be in with a better chance of getting them opened, divide up your subscribers based on the data you have, be it their location, buying history or personal interests. By sending people news they care about, you have a much higher chance of engaging them.


Ensure your subscribers are qualified

It makes no sense to build an email list that contains anyone who’ll give you their details. Instead, try to attract people who are interested in what you have to offer, then tailor your deals, samples and offers to include what they want. Think quality, not quantity, fewer subscribers who care are worth more than numerous low-quality leads.


Say goodbye to inactive subscribers

Your average open rate will decline if there are a high proportion of inactive subscribers on your list. It’s safe to say that after six months of zero engagement people need to either be won back or removed. Try sending a re-engagement email at this time and then move them onto a different list, or unsubscribe them altogether if you get no response.


Use quality content and a familiar brand name

Readers who don’t recognize an email address are far less likely to open up the message, so use the ‘From’ field to let them know it’s you. Also avoid using too many exclamation marks or capital letters to emphasize your point, as this attracts the attention of spam filters and will actively lower your average newsletter open rate.


Set reasonable targets for increasing open rates

However hard you work, no business, new or established, can expect 50% average open rates on email campaigns involving very high numbers of subscribers. Instead, concentrate on small attainable goals that you are more likely to achieve.


Identify what your subscribers want more of

It’s almost always the case that each email you send off has a different open rate, therefore you’ll need to focus on the variables. When a single email has an open rate of 20% compared to an average of 15%, it makes sense to figure out why it did so well. Was it the subject, a special offer or the promise of more information on a certain topic that made it so successful? In a similar vein, there will be some emails that only have a 10% open rate and it’s just as important to learn more about why they had so little impact. This helps you avoid making a similar mistake in future.


Invest time in processing the raw data

Look at the past month but also the past few quarters to see what kind of trends are emerging. Rather than glancing through it’s best to take notes, or ideally input the data onto a spreadsheet so you can produce visual aids like graphs or charts. Once you pinpoint a pattern, you’ve struck gold. It may be that your open rates increase when emails are sent after 3pm, at the weekend, or over holiday periods. Whatever you discover, act on the information to enjoy consistent levels of improvement.

Quick guides

Email Marketing Best Practices Guide

the best practices to turn email marketing into an effective channel

For decades, email marketing has been one of the most effective digital marketing channels for businesses across the world. This is primarily because email marketing is associated with a very high Return on Investment (ROI), lead generation, and conversion of prospects to customers. However, the success of reaching prospects and customers by email is largely dependent on the techniques and strategies used by a business. This guide covers email marketing campaign best practices that you can use to leverage this powerful tool.

Be Creative with Personalization

Personalization is probably one of the email marketing automation best practices, and you can never go wrong with it. With your company’s contact database, you can automatically pull through your recipients’ unique data. Such data include their names, titles, dates of birth, and surnames. While using a customized subject line goes a long way in grabbing the recipient’s attention, it is creativity that will make your email marketing appear more human and less robot. Almost every email marketer is using personalization to launch their campaigns, and it is up to you to stand out from the crowd by being creative. Consider looking into extra details about your recipients, such as buying habits, location, age, and anything that you can use to add value to your campaign.

Use Catchy Subject Lines

A subject line is perhaps the most fundamental component of an email campaign. Subject lines reveal the intent of your email, and if well created, can result in increased lead generation. If your recipients do not find an appealing reason to open your emails, then you might be losing on time, money, and energy. This is why you must work on a subject line, and multiple ones for that matter, that increase your emails’ open rate. So, how do you come up with catchy subject lines? There are plenty of ways to go about this. Firstly, create subject lines that are entirely out of the ordinary to make them attractive. On the other hand, get some variations in your subject lines by turning around your sentences and using synonyms. You might also want to get ideas from your colleagues or members of your marketing team. You will be surprised at how good they may be in highlighting creative and catchy subject lines.

Be Simple but Interactive

Gone are the days when graphic-heavy and Html-rich email campaigns made the most out of a marketing strategy. The ideal way to grab the attention of the modern email consumer is by driving content that will keep them engaged. To keep the engagement high, one of the B2B email marketing best practices is to keep your campaign simple and interactive. If possible, go for more text-oriented emails that are designed with simplicity.

Create Relevant Content

Traditionally, email marketing focused on the volume of the content and not it’s quality. The problem with this technique is that most of the emails ended up landing in the recipients’ junk folders, as they were untargeted and irrelevant. Unfortunately, if an email is not forwarded with the right content, at the right time, and to the right people, businesses risk losing on their ROI. When it comes to email marketing best practices, highly-relevant and targeted content must be a topmost priority in your campaigns. For example, you can automate your emails to send a message to specific customers only when they exhibit certain behaviors.

Review and Optimize Your Landing Pages

While the right content is fundamental in email marketing, you must be cautious of the status of the pages where you are sending your recipients. Some of the email marketing design best practices include page optimization and proper positioning of your logo. For example, if you want your target audience to have a look at a particular product, then you should send them to that product’s landing page only. Sending them to your homepage or a landing page for an entire product line will only get the site visitors frustrated. On the other hand, studies reveal that logos have a significant influence on the consumers’ trust in a brand. You must, therefore, position your logo in a way that customers will see it once they visit your page. According to statistics, a majority of individuals visiting a website instinctively look for a brand’s logo on the upper left side of the site.

Mobile-friendly Calls to Action (CTAs)

Undoubtedly, CTAs are the most critical aspect of your email campaign, as they are directly linked to your marketing goal. Whether you want your target audience to engage your business further, make a call, register for a corporate event, or purchase a product, your click-through rate must be relatively high. One of the email marketing call to action best practices is having mobile-friendly CTAs. In an era when smartphone technology has taken the digital industry in a wave, you can only have email campaigns done in a mobile-centric CTA design. According to recent statistics, over 45% of all people use their mobile phones to check their emails.

Do Not Forget to Create Valuable Content Consistently

It is possible to believe that you have achieved your marketing goals by having increased subscription or open rates. However, when a recipient is pleased by your first mail, they are more likely to subscribe to your email and even begin anticipating your emails. This is where consistent emails come in. When this is the case, you must ensure that you do not create content for the sake of sending emails. Ensure that every email you drop to your recipients has added value to them and your brand image too. The higher the value of your content, the more you are likely to get loyal customers.

Content writing

6 examples of « Birthday » emails to build customer loyalty

The “Birthday” email is a common practice for e-commerce sites, yet it is rarely used by stores. This email allows you to stay in contact with your customer, to show gratitude following their last order and to push them to make new orders. It appears as an opportunity for dialogue between the company and the recipient.

It is key to prepare this email carefully based on the sector and the target audience to make a first contact with the recipient.


 Create a successful birthday email

Simply put, this real-time communication is intended to cause the target customer to purchase one or more products. This can be presented in different forms and offers:

  • Discount to be used on the e-shop
  • Free shipping
  • Birthday gift
  • Additional reward credits with the loyalty card on next purchase
  • Or just say Happy Birthday


Apart from the content and the offer, it is essential to choose carefully :

  •  The subject
  • The dispatch time
  • The customization : first name, last name, but also the preferred item. Use the info you have about your contacts to customize your email the most efficient way possible.


With a marketing automation software, you can create stylish birthday messages, customize them and automate their sending. 


Below are 6 examples of « Client Birthday » type emails

Discount codes :


examples of « Birthday » emails 1


examples of « Birthday » emails 2

Free shipping :


examples of « Birthday » emails 3


examples of « Birthday » emails 4


Reward credits offered :


examples of « Birthday » emails 5


Or « Just » happy birthday :


examples of « Birthday » emails 6


A simple and effective sales approach your customers will love. From now on, don’t forget to collect birthday dates.