#2: Optimize Cadence and Send Times

[shaownhasane]

Rethink unsubscribing
Many marketers view unsubscribes as failure. But australia email list counterintuitively, a higher number of unsubscribes may indicate better email marketing effectiveness. There are two common reasons people unsubscribe:

Inboxes are generally overloaded – they clear subscriptions en masse.
Your email finally stands out and gets their attention. But when they interact again, they realize they are no longer interested in your content.
The second scenario means your email goes from wallpaper to eye-catching. Even if the reader eventually unsubscribes, your changes (such as a new subject line format) will still be in effect. You drive visibility and re-evaluation of emails where previously your emails were ignored.

So, increased unsubscribe rates and better open and click-through rates indicate that you’ve updated your approach. Don't let one bad metric scare you away when the overall picture is good. Don't let a nasty complaint email derail your strategy, either, Jay stresses. That's one unhappy person ruining things for everyone else. Marketers must never let the loudest, most negative voice in the room dictate their useful content.

When determining the best days and times to send emails, Jay says not to rely on generic “best practice” advice. Every audience is different. Instead, benchmark the performance of your own lists.