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.

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.