By Tom Wozniak, Head of Marketing – published on OnlyInfluencers.com on 3/3/21
For the past few years, OPTIZMO has been publishing infographics based on email opt-outs processed on our platform (100s of millions every year). While there are many insightful reports, white papers, and infographics released every year by various companies in the email marketing industry, the vast majority focus on email activity and campaign performance across “positive” metrics, like emails sent, deliverability, open rates, click rates, conversions, etc. But most reports don’t spend much time, if any, delving into negative marketing metrics like opt-outs.
Last year I wrote an article for OI on Email Opt-Out Benchmarks, based on data from OPTIZMO’s annual Email Opt-Out Infographic for 2019. The trends and data from previous years and through 2019 tended to show gradual shifts in email recipient behavior, but we all know that 2020 brought unprecedented disruption to everything from business activity to the simple action of individuals going outside their homes and interacting with other people.
We’ve already seen a lot of interesting data on how the pandemic impacted various industries, including email marketing, But the latest 2020 Email Opt-Out infographic represents the first significant look at opt-out behavior during the last year.
While we always let the data itself tell the story, when we began to analyze the 2020 data, we certainly had some questions on our minds about whether the changes to consumers’ daily routines would translate to their Opt-Out behavior.
Read the rest at OnlyInfluencers.com.
Tom Wozniak heads up Marketing and Communications for OPTIZMO Technologies.