News and tips from the industry leaders in email compliance.

Published on the Ongage blog on 10/9/2018

The email marketing industry is filled with reports and data about email performance and best practices for campaign optimization. However, one area of email performance tends to be overlooked by many email marketers and is rarely included in industry statistics – unsubscribe activity. While marketers tend to look at their opt-out rate, many don’t look much deeper at their own opt-out statistics, let alone larger industry data sets.

Many marketers focus most of their attention on ‘positive’ performance metrics (like opens, clicks, and conversion rates) in their campaign optimization efforts. However, examining and acting on negative marketing signals (like unsubscribes, bounce rates, and spam reports) can be very impactful in optimizing future campaigns.

This year, OPTIZMO, the industry leader in email compliance and suppression list management technology, has released a series of infographics that provide insights into email opt-out activity across the industry. The infographics are based on a sample data set of nearly 200 million email opt-out requests processed by the company over a 14-month period from February 2017 through April 2018. The goal of the series is to provide a more holistic view of opt-out activity than has been publicly available to the industry in the past.

Each infographic in the three-part series has focused on a different aspect of opt-out activity.

#1 – Where

The initial infographic in the series focuses on WHERE opt-out requests came from. This includes geography and email domain data. Not surprisingly, the U.S. accounted for the vast majority of opt-outs (85.8%), but the email services most commonly used for opt-out requests may surprise you…

Read the rest of the post on the Ongage blog.

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