Understanding Email Marketing Opt-Out Rates
Are you emailing your list too much or not enough?
Either extreme can result in a higher than average opt-out rate, eliminating your ability to use that channel to communicate with your list. Figuring out the right sending frequency for your emails can be tough. Determining the optimal frequency for your email communications is a delicate balance that requires careful consideration. Whether you're bombarding your list with emails or barely making an appearance, both extremes can lead to an elevated opt-out rate, jeopardizing your ability to effectively connect with your audience. Striking the right sending frequency for your emails is a challenge that demands attention.
What’s an *average* opt out rate? Email marketing company Constant Contact reserves the right to “fire you” if you have too many opt outs, although they’re not clear about how many that is. But 0.1% or lower is typically a reasonable average. So if your list is approximately 5,000, no more than 5 should unsubscribe after each email blast.
Interestingly, this percentage fluctuates based on whether you inundate your audience with too much information (TMI) or keep a low profile (out of sight, out of mind). Establishing clear expectations regarding communication frequency and delivering timely, relevant content can help keep your opt-out rate in check. However, it's essential to acknowledge that some opt-outs are inevitable. Therefore, having a contingency plan ("Plan B") to replace lost subscribers at a rate exceeding the attrition becomes crucial.
If your list knows what communication frequency to expect from you and your messages are timely and relevant to their needs, you’ll keep your opt-out rate down. But having some opt-outs is to be expected, so develop a “Plan B” for replacing lost subscribers at a faster rate than you lose them.
Here’s an unsurprising figure. More than 80% of email marketers send out the same content to all subscribers. That’s a really good way to boost your opt-outs and complaints. Segmenting your list so that you can fine-tune your messaging to hit more specific targets is a good way to keep your emails on point, and thus, reduce opt-outs.
In summary, achieving the perfect sending frequency involves:
Keeping your messaging timely.
Ensuring relevance in your content.
Implementing list segmentation.
Responsively adapting based on results.
And respond to the results. This can take a lot of trial and error for first-time users. So, if you want to take your email marketing to the next level, schedule a free 30-minute brainstorm session with us!
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