The Cost of an Unsubscribe

Data from 400 retailers exposes the unsubscribe for the email marketer's enemy that it is. Dive into the data to understand the cost of an unsubscribe in terms of lost revenue, characteristics of the typical unsubscriber and common circumstances surrounding unsubscribes.


of unsubscribes come from non buyers


average days from email sign up to unsubscribe

Typical characteristics of unsubscribers

The break down of unsubscribes among non, one-time and multi-time buyers and how this unsubscribe distribution compares to the distribution of email recipients.

Common behaviors surrounding unsubscribes

The average time from email sign up to unsubscribe and last purchase to unsubscribe, the average number of purchases customers make before unsubscribing and the distribution of unsubscribes across different types of emails.

The cost of an unsubscribe

The loss in revenue for each unsubscribe based on a retailer’s average order value as well as the associated soft costs that come with unsubscribes.

Five tips to decrease your unsubscribe rate

How to use the data you have around who unsubscribes and common unsubscribe behavior to decrease your unsubscribe rate – and therefore the total revenue hit you experience as a result.

Unsubscribe eBook Image

Related Resources

Retail Data & Trends
Second Purchase eBook Image

The One-and-Done Buyer Problem

Data reveals that driving second purchases from one-time buyers presents enormous revenue potential. But doing so challenges retailers. Here's what it takes

Get Now
Retail Data & Trends

Data Insights & Strategy at Bluecore

Get an inside look at how retailers have partnered with Bluecore Data Insights & Strategy to turn their insights into cash cows, and how you can do the same.

Get Now
Retail Data & Trends
Stay Active

The Email Personalization Problem

Creating an effective personalized retail experience is all about marrying an intimate knowledge of your customers and your products. Here's how to do it.

Get Now