When email list
subscribers start ending their subscriptions, this could be taken as a sign of
failure. After all, it points to people losing interest in a product or
service. It may seem bad for business – but that’s not necessarily always the
case.
Losing names from a
mailing list helps a company determine which people are still invested in their
business. This, in turn, leads a company to focus on the customers it should
keep investing in. Without dead weight subscribers, marketers can maximize a
mailing list as a personalized communication tool for engaged customers.
They can point out room for improvement
Knowing that unsubscribers
are no longer interested in a business is one thing. Knowing why they are is
another – and far more important.
Many people unsubscribe
from lists because they find the content irrelevant to their needs and
expectations. Other people may find the content useful, but have problems with
mailing frequency, or just the communication method itself.
Whichever the case, a
steady unsubscribe rate indicates that a business should adjust its current
email marketing campaign, and even that campaign’s overall audience. Employing
personalized marketing specialists like Nosto can help clarify the direction a
business needs to take.
They can help save marketing costs
When a business has
narrowed down its client base, as well as the best practices for communication,
it can optimize its marketing budget. This will help it divert resources to other
areas of marketing or overall production, creating a win-win situation for the
company.
When is unsubscription a red flag?
A good or bad unsubscribe
rate truly varies based on industry, size, and email list quality.
Generally, though, an
unsubscribe rate between 0.5% is considered normal. Anything higher than that
is a red flag – and calls for the improvements unsubscribers indicate.
Sources:
Email Unsubscribers and Why They’re Your
Blessing in Disguise. Business2BusinessCommunity.com.
What is a good unsubscribe rate? Mailjet
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