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My guideline is that less than 0.5 per email sent is OK. More than 1% per email sent is a problem.
However, I honestly think unsubscribers are a blessing. They came up to you and straight up told you - thank you, we don't want this. The problem are those 70% which receive your email, but never open or act on them. They are dead weight. If everyone unsubscribed when they didn't need an email we would be in a much better place - you'd automatically have a database of engaged subscribers.
I agree with Alexey. See
Generally, Under .50% unsub is ideal over time and per email. Ideally you manage this down to .20% or less, culling your database to the point where you only have the most engaged people and have the most targeted emails. This is a process and takes awhile.
Abuse=0% at all times!!
Opens: 13-20% is normal
Delivery= 83-95% is normal, but you should aim for 95%+ as less than 90% is not good and under 80 is very bad.
CTR: depends, but it can be from .5% to 2% or as high as 15%+ depending on the email, audience, CTA, etc.
i also think it depends on how large your database is and where the records came from. if you are building your database and have purchased lists or have hired a firm to build a list your unsubscribe will be higher while you are culling the bad records.
we are typically ok with anything under 1% as we are emailing people a few times a month and are working through some data that is potentially dirty in our database.
For promotional campaigns or sponsored email messages we strive for the following by email sent:
It's very similar to Josh's post above and I just reviewed a couple of our sponsored email campaigns and promo campaign.
Unsubscribe: < 1%
Delivery: 85 to 90%
Open: 7 to 15%
CTR: 2 to 10%
For our paid publications broadcast the numbers are higher. Unsubscribe is 0, Delivery is 90 to 95%
Open rate is 25 to 45%
CTR is 30 to 50%
Big thanks to all! Actually every reply is cool and helpful. That´s exactly what I was looking for!