Over the last couple of months we have talked a lot about email marketing; the benefits, the best time to send emails, how much is too much and how to avoid bouncing emails. However, one aspect of email marketing that cannot be ignored is the unsubscribe rate.

For most industries a 2% or less unsubscribe rate is typical. A rate any higher indicates that it might be time to rethink your strategy.

So why do people unsubscribe? One of the most likely reasons is because emails that were once relevant are no longer. For example, if a woman is planning a wedding, she will no longer find your messaging on bridal gowns relevant once she is married. Another culprit could be the content. Make sure your messaging is original and pertinent to your target audience. Customers are more likely to unsubscribe if your content becomes too repetitive or boring. And although large email campaigns can scare off some subscribers with the frequency of emails showing up in their inbox, the benefits of sending a multitude of emails will outweigh the costs of losing a few subscribers.

Email marketing is an integral part of any company’s marketing strategy. Watching and analyzing the unsubscribe rates can give you a closer look into what is working and what is not and help you hone in on what it is your audience is looking for.