When Do People Unsubscribe to Email Marketing Campaigns?

When Do People Unsubscribe to Email Marketing Campaigns?

By Dan Forootan, President of EZ Publishing

Potential paying customers unsubscribing to your email marketing campaign is never a good thing, but it could also serve as a blessing in disguise to discover that you’re doing something wrong. If you notice your unsubscription rates getting higher, it’s time to reevaluate your email marketing efforts. You could come to find out that you’re inundating your email subscribers with unnecessary mail that won’t benefit your business, thus being a waste of time. Or perhaps you’re targeting the wrong audience with the wrong information, and in that case it’s better to catch it early. The information below might serve as a tool for advertisers to redirect their marketing efforts and find out when people are unsubscribing so they can either prevent it or get back on track so it happens less.

Seventh Sense performed a study on over 150 million email campaign events and 100,000 unsubscribe events and found detailed data about people who unsubscribe in regards to the day and times they did it; specifically targeting the time of day, day of week, and month of year they unsubscribed. They collected data from industry professionals over a 3-year period from seven different industries to find that overall, the peak days of the week for people to unsubscribe occurred from Tuesday-Thursday.

The study also found that across all industries, 27% of people unsubscribed in the window of 10am-12pm. Lastly, the most popular month they unsubscribed was November across all seven industries with a 12% rate. The study also found that the peak hour to unsubscribe across all industries was 11am and the peak day was Wednesday.

The industries Seventh Sense studied were Sales & Marketing, Medical, Legal, Manufacturing, Information Technology, Retail and the Association industry.

The following are the findings, provided by HubSpot, which shows the day of the week and the time of day the most frequent unsubscriptions took place, all in EST.

Sales & Marketing– 47% from 9am-1pm; 44% on Monday and Wednesday

Medical– 22% from 9am-1pm; 44% on Thursday

Legal– 16% from 11am-12pm; 30% on Wednesday

Manufacturing– 20% from 11am-12pm; 28% on Wednesday

Information Technology– 32% from 10am-12pm; 73% from Tuesday-Thursday

Retail– 38% from 11am-1pm; 82% from Tuesday-Thursday

Association– 34% from 9am-11am and 3pm-4pm; 26% on Thursday