This is why your users unsubscribing from your email lists is good for you.
As we discussed in the previous blog, the typical unsubscribe rate per email sent ranges from 0.19 % to 0.52 %. That means that if you have a list of 2,000 people, you will lose an average of 4 to 10 subscribers with each email you send. So, if you send ten emails a month, you would lose at least 40 subscribers and possibly up to 100.
But the news isn't always all terrible. While you don't want to lose the subscribers you fought so hard to get, not all subscribers are equally important. In some cases, losing a few subscribers could be beneficial.
The main reason you should actually desire some users to unsubscribe from your mailing list: A massive email list of leads won't be as valuable to you as a smaller list of active, engaged leads. Here's why...
1. Deliverability increases with the reputation
Email clients will assume you're sending spam if your subscribers aren't opening your emails or visiting your website. And if that happens frequently enough, your emails may begin to be routed straight to the dreaded spam folder. (check out your sender score to see how well you're doing in this area.)
Cancer for email marketers is spam reports. If you pay for a service to send your emails, spam complaints may result in your account getting suspended.
In short, It's preferable for someone to unsubscribe than to mark you as spam. Also, it's preferable for a person to unsubscribe than to continue being on your mailing list but never open your emails. (Also, there isn't much benefit to paying additional money to send emails to recipients who don't want them.)
2. Maintain a list of reliable, interested prospects.
The secret to boosting your email marketing is to have a list full of qualified prospects because this will allow you to analyze what isn't working. Due to your ability to clearly identify what your greatest customers are and aren't responding to, metrics like your click-through rates and return on investment become more important. From there, you may dictate what kind of information will have the greatest impact and resonance.
3. Unsubscribes could offer insightful feedback
Everyone hits the unsubscribe button for a particular reason. Wouldn't it be beneficial to know why?
To your unsubscribe page, you might want to include a short poll asking the person why they choose to unsubscribe. Even though not everyone will reply, those that do will give you extremely helpful information on what you're doing improperly. It's time to send fewer emails if a significant portion mentions your frequency. If many individuals criticize your content for being of low quality, consider changing your strategy.
There are a few common reasons for unsubscription and that might be a good thing.
Fewer bounces, unopened emails, and spam reports can help deliverability; also, stay away from spam traps.
Reduce your list to an active audience so you can better target your top clients and evaluate the success of your email campaigns.
Get feedback on the main reasons users are unsubscribing from your list and how you can improve it, both directly and indirectly.