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.
Read the rest of the post on the Ongage blog.
By Tom Wozniak – Executive Director of Marketing