Email Opt-Out Behavior Infographic by Geography

Published in Adotas on 7/24/18

Opt-Outs (or unsubscribes) are a part of virtually every email marketing campaign. They tell half the story of how your email list size changes over time and handling them properly is vital to remaining compliant with email marketing regulations around the world. Based on the importance of Opt-Outs to the long-term success of an email program, you might expect marketers to analyze them closely, leading to plenty of interesting research on unsubscribe activity and trends. However, this just isn’t the case. You’re hard-pressed to find many white papers, infographics, or other research about Opt-Out behavior.

Conversely, there is a steady stream of analysis published about positive KPIs like Open Rate, Click Rate, Conversions, Conversion Rate, ROI, etc. Marketers are often trained to look at the positive metrics and identify ways to optimize performance. The whole mindset is focused on the positive. But, there is a great deal to be learned by looking at negative marketing signals, like Opt-Outs and the behavior surrounding them.