Newsletter Registration

While openings and clicks are the favorite figures of the most email marketing executives, the registration rate is until today a shadowy existence. Little noticed and even less managed them is usually somewhere between 0.15 and 1.5 percent. This perspective destroyed sales that cancellations are no inevitable fate, but a normal cause effect mechanism, which is comparatively well measurable and quite relevant to results can be influenced. Total newsletter unregistration will be one of the most consistently neglected success factors in contemporary email marketing\”, explains Frank Strzyzewski, Managing Director of XQueue GmbH in Offenbach am Main, in an article for, specialising in email marketing. A sample calculation shows the economic effect of cancellations. With a distribution size of 100,000 E-Mails, weekly dispatch and 1% per shipment less than 60% of the original addresses in the distribution are the notification rate after one year: 40% of addresses melt away! Militarily, the To reduce the notification rate, 0.8% per shipment, the cumulative number of cancellations would be only 34%! But what to do? At first glance, the relationships seem simple: stronger response on opening and click-through rates is a sure sign of higher relevance of the newsletter and must inevitably lead to lower the reporting rates.

And so is any action that leads to an increase of the relevance of the newsletter also suitable to reduce the registration rate. \”The truth is not quite so simple, Santibanez explains in his article: an evaluation of the last 10,000 E-Mail campaigns sent by us showed that the registration rate increases with the opening rate.\” 10 percentage points more open rate cost about 0.2 percentage points more drop-registration rate. In other words, At the moment, where you can increase your open rate from 30% to 40%, their drop-registration rate which previously perhaps has 0.5%, will grow to as expected 0.7%. A thinking or miscalculation? No, a simple consideration shows this amazing Effect.