Why Unsubscribe Reporting Is Like An Iceberg

Why Unsubscribes Are Like An IcebergOne of the most important email statistics that you can look at is your unsubscribe rate from an email campaign.  At a high level, unsubscribes can often times validate if your campaign hit the nail on the head in terms of your or content and messaging…. or did it?

I like to compare unsubscribe reporting to an iceberg – 10% of your unsubscribe reporting is typically done by looking at the total number of unsubscribes from your campaign, but 90% of the reporting (what I believe to be the most important) is done by analyzing who unsubscribed.

For example, if you send out 10,000 emails and 100 people unsubscribe, you would have an unsubscribe rate of 1%.  However, if you drill into who those 1% of unsubscribes are and you notice that the majority of them are considered high value prospects in regards to industry or title job/role, your unsubscribe rate might not start to look so hot.

Here are a few ways that you monitor your email unsubscribes:

1. Setup a simple Eloqua dashboard – this dashboard could reference fields in your database such as Title, Industry, Lead Score or Lead Source in relation to those that are unsubscribing.

2. Ask why someone is unsubscribing – if you are utilizing a subscription management/preference center and someone chooses to opt out, offer them an option to explain why.  You will be surprised as to how many people will actually provide a reason.

As the GI Joe’s used to say – “Now you know… and knowing is half the battle”.

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