Opt-Out Percentage - Industry Standard?

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I'm trying to find a reliable source to quote for the industry standard opt-out rates. (I'd love to be able to compare my opt-out rates to others in my field.) Any suggestions on where I can find this data? (BTW I work for a Brewery if this helps, but anything semi-related would still be helpful for me). Thank you!
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Alyssa Powers

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Posted 4 years ago

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Sam Collis, Customer Support Specialist

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Official Response
Hi Alyssa.

Thanks for a really great question.  I have a couple of sources that you might find valuable for your conversation about opt-out rates.  IBM's Silverpop did a study in 2014 that looked at benchmarks across the entire industry.  They found the mean unsubscribe rate to be .143% globally.  You can find that study here.  Mailjet have written "a good range is between 0% and 0.5% but consider also the factor that this is also dependent on the industry where you belong" (article here) while Constant Contact have written, "if you receive less than a 2% opt-out rate, you are within industry norms" (article here).  Which I think is pretty generous.

I think you want to be comfortably under a 1% opt-out rate, but this obviously has a lot of dependents.  As you're aware it's going to depend on your vertical, the types of mailings you send and how clean your list is.  I also want to add that if you're sending to a list for the first time, generally you will have a higher opt-out rate than normal.  If your rate was to climb above the 1% mark that is when you would want to start looking into the frequency and the relevance of your content.

I hope that helps Alyssa, please feel free to ask me any follow-up questions :)