Glossary

Email marketing terms

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Unsubscribe

Unsubscribe is the action a user takes to opt-out of getting any more emails. The percentage of people who unsubscribe is often displayed as a reporting number on each email campaign you send. This is an important number to study on every campaign to see if certain topics, subject lines, or templates drive up your unsubscribe number, as this is an indicator of an unhappy or disinterested audience.

Example

After sending an email asking for $500+ donations, Nonprofit ABC saw their unsubscribe number jump higher than it had with any other email campaign they’d sent before. Because they saw their unsubscribe number go up, they decided to send out different campaigns in the future asking for smaller donations.

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