Email Opt-Outs can Provide Great Insights
Published in Adotas on 10/11/18
Seasoned and successful email marketers are always looking for ways to learn about campaign performance and ways to optimize future mailings. The email channel provides a wide variety of metrics and performance measures – most focused on positive signals sent by recipients. Think opens, clicks, conversions, etc. In a recent article, I wrote about the ways that marketers could leverage negative marketing signals to drive better campaign performance. One of those negative marketing signals was unsubscribes or opt-outs.
Email opt-outs can provide a wealth of data for marketers by providing insights on users who have chosen to actively dis-engage with your email program. This goes beyond looking at the unsubscribe rate (in aggregate or at the audience segment level) and instead delves into some of the specific data points that can be associated with opt-out request activity.
One interesting way to gain some of these insights is to examine opt-out request data on a global level. This type of email information hasn’t been readily available to marketers until relatively recently, when OPTIZMO™ Technologies began releasing a series of infographics on email opt-out requests across the industry. The most recent infographic in the series provides insights into when opt-out requests are received.
This data is particularly interesting when matching it up to the numerous reports that detail the best days/times to send commercial email campaigns.
Read the entire article at Adotas.