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.

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.

Create an email campaign

How Do You Create an Email Marketing Campaign in 6 Steps ? The Complete Guide to Creating an Email Marketing Campaign

Email marketing and, above all, being successful at it is not something to be taken lightly. Although it may seem like a very simple task (sending an email), in all reality it requires mastering a few marketing techniques and reflecting upon the pertinence of the email-marketing strategy.

 How do you create an email-marketing campaign?

In this tutorial, discover the 6 steps for preparing, designing and especially being successful with your first email marketing campaign.

  1. Define a goal
  2. Define your target
  3. Create the subject line
  4. Write your HTML message
  5. Send the mailing campaign
  6. Analyse the results


1. Define a goal

This is the step that will define the rest of your email-marketing strategy. Begin by accurately defining the goal you want to accomplish. Why do you want to do an email-marketing campaign?

There are all sorts of goals:

  • To inform with a newsletter
  • To present a new product
  • To make an important announcement
  • To launch a promotional offer
  • To compile a quality database
  • To do some prospecting
  • Etc.

 How you create and set up your campaign will depend on the goal you set. All of your choices in terms of targeting, design and discourse will revolve around this goal.

So, take your time when defining a precise goal and be certain that you really have a mailing need.


2. Define your target

Defining the target for your campaign is the second most crucial step. It must naturally ensue from the goal you’ve first established.

If your goal is to strengthen your customers’ loyalty, for example, then the choice of target will obviously revolve around your customer base.

Nonetheless, defining a target is not always that easy.

Going back to our loyalty example, you can first start finding your target by choosing only customers who have not ordered for more than 6 months but who have already spent more than €100 with you.

You have to narrow your target down as accurately as possible to create a campaign that is as pertinent as possible.

The more restricted and precise your targeting is, the more your recipients will feel engaged with your discourse and the closer you will seem to them. There’s nothing more effective than a personalized emailing that’s adapted to the recipients.


3. Create the subject line

The subject line of an emailing is likely the most important element to ensuring success. It’s quite simple. If you don’t give them a reason to open it, your campaign will in the end only have been a waste of time… and money.

This is why you must take your time and find an email subject line that will get a great open rate.

Too often people take the subject line too lightly and choose one at the last minute. However, the subject line is exactly what will get recipients to open it; it’s the gateway to your message.

So, it’s best not to wait until the last minute to think about the subject line for your campaign but rather dedicate several hours to it so you have plenty of time to reflect.

Just how do you come up with an emailing subject line?

There’s no one ideal method, but we recommend the following techniques:

  • Don’t work alone; two creative minds are better than one
  • Write down all the ideas that come into your head on paper, even the most eccentric ones
  • Find at least 20 subject line ideas that have nothing to do with each other
  • Then start eliminating and deleting those that seem out of context
  • Ask your colleagues for their opinions
  • Save at least two and do an A/B test as it’s the best way to find out which one works the best


4. Write an HTML marketing email

In order to write an attractive HTML marketing email, it needs to be done in HTML/CSS code. If this seems complicated to you, no worries: you don’t need any technical knowledge to create a lovely response message. You just need the right tool.

HTML/CSS code simply refers to the programming language hidden behind an email or website. This code can be written A to Z by a web designer using special software like Dreamweaver, for example.

However, there are email marketing tools available so you can simply click and drag to create an email without ever touching any code.

These types of builders are fun, easy-to-use and allow you to create marketing emails and newsletters that are suitable for mobile devices in just a few minutes by moving content blocks or whatever you wish.


Creating an email 1


Moreover, most email marketing solutions feature galleries of customizable email templates sorted by categories.

These sources of inspiration are quite useful to any marketer who hasn’t really got much time to create an entire message themselves or those who don’t really have a web designer spirit.

Not to mention the fact that the templates suggested in these email marketing solutions are completely customizable and can adapt to any type of business. So, don’t think twice about browsing the galleries of HTML marketing email models available with your solution.


5. Send the marketing email campaign

Sending a marketing email campaign is sometimes a bit stressful, especially when you have to send a message based on a large recipient base.

So, don’t get messed up! Verifying one-by-one that all elements of the campaign are correct before clicking the send button is essential.

Here’s a list of items you mustn’t forget:

  • Make sure the web copy and unsubscribe link are present
  • Check that all links work
  • Test the email to see how it displays on a mobile device
  • Send tests with different messaging and webmail systems
  • Verify the total size of the campaign does not exceed 150 KB. If you really need a bigger marketing email because you want to add attachments or dense content, test it on all possible inboxes to check that it won’t go right into the SPAM
  • Remove the word “Test” from the subject line
  • Make sure there’s a pre-header before the web copy
  • Test the message response address to be sure you’ll get any responses

Once everything seems OK, get ready to send your message.

However, you must have an email marketing solution with excellent deliverability capacity.

If you’re sending email from one country to same country, it’s best to use a solution with routing infrastructure located in same territory for certification reasons that will have an impact on the success of your campaigns. International solutions won’t be recognized by all French ISPs and it will be more difficult to get them correctly delivered.


6. Analyse the results

An email marketing strategy doesn’t stop at creating and sending campaigns. It’s absolutely fundamental to analyze the statistics of these mailings in depth to better understand what works and what doesn’t.

Thus, professional email marketing solutions are capable of providing essential statistical data after each mailing and in real time.

You can generally get:

  • The open rate
  • The click rate
  • The response rate
  • The unsubscribe rate
  • The bounce rate
  • The complaint rate
  • The number of clicks per link
  • The devices used for reading
  • The recipients’ messaging services
  • The OS used for reading
  • The recipients’ geolocations
  • The exact reading time per contact (only with Mailify)


Creating an email 2


To find out more about all these data, you can read our articles “The 6 Major Basic email marketing Statistics” and “The 6 Advanced Statistics You Must Know in E-Marketing”.

These data are extremely pertinent and important for understanding why a campaign works or not. If you see a considerable drop in the open rate for your newsletter even though your recipient base hasn’t changed, for example, it may be because your subject line wasn’t very attention-grabbing.

Another example: if your open rate is excellent but your click rate is rather low, it may be due to a not-so-ideal position for your action button.

The many other data provided by your email marketing solution will also allow you to improve your strategy in many ways and will warn you of any mistakes.

Finally, email marketing is not always easy, but it’s also not all that complicated! Although this work requires a bit of concentration and an ounce of creativity, you don’t need all sorts of technical knowledge to create, send and analyse an email marketing campaign. Getting your hands on a complete and easy-to-use solution is more than essential to being able to master your email marketing strategy from A to Z.

Mailify is a professional solution that allows you to very easily engage in email marketing in just a few minutes and without any technical prerequisites.