07/08/08
Unsubscribers bounces important to watch
Marketers focus a lot on the increasing numbers of additions to their email marketing campaigns, but they often miss another very important number - the number of people who are unsubscribing.
Of course the most important numbers for email marketing are conversions, click rates and bounces, but the unsubscribe figures are important as well. MediaPost’s Email Insider’s blog suggests that focusing on these vital numbers is what differentiates between the professional marketer and the amateur.
Marketing expert Jordan Ayan, of MediaPost, says that conversions are likely to be the most important metric, while click rates can help to indicate the level of interest in a marketing email. He explains that bounces suggest there may be a problem with the quality of email marketing lists and says marketers should pay attention to the bounces.
If the number of people unsubscribing from your promotional messages is going up that’s an indication you’re probably missing the mark, he said.
"When people unsubscribe, you are usually missing the relevancy mark or you have greatly offended a segment of your market,” he said.
Metrics are the life blood of a business. They’re the pulse that tells you if your efforts are thriving or dying. So pay attention to them. Unimportant email marketing metrics, such as list size, open rates and total opens, are good to know, Ayan said, but pay attention to those who unsubscribe.
Marketing expert Jordan Ayan, of MediaPost, says that conversions are likely to be the most important metric, while click rates can help to indicate the level of interest in a marketing email. He explains that bounces suggest there may be a problem with the quality of email marketing lists and says marketers should pay attention to the bounces.
If the number of people unsubscribing from your promotional messages is going up that’s an indication you’re probably missing the mark, he said.
"When people unsubscribe, you are usually missing the relevancy mark or you have greatly offended a segment of your market,” he said.
Metrics are the life blood of a business. They’re the pulse that tells you if your efforts are thriving or dying. So pay attention to them. Unimportant email marketing metrics, such as list size, open rates and total opens, are good to know, Ayan said, but pay attention to those who unsubscribe.