Jimmy Kim breaks down email benchmarks: a healthy unsubscribe rate sits around 0.3-0.5%, paired with 30%+ open rates and 3%+ click-through rates. Being bold and opinionated filters out misaligned subscribers, leaving you with an engaged tribe more likely to buy and advocate for your brand.
What do you think a healthy unsubscribe rate looks like for a marketer?
0.3 upwards to 0.5% unsubscribe rate with an open rate of north of 30%, click rate hopefully up to 3+%, and you're actually driving solid revenue. Those are some benchmarks for when you actually know you're doing pretty well.
Because if you're being bold and opinionated, well, some people self-select out.
Exactly. And you're not going to be for everyone, and that's okay.
And that's actually a bigger Yeah, it means that you have a point of view and you stand for something as a brand.
And the people who stay, those are your tribe, those are your people, that's your community. They're engaged, they're hopefully buying, they're your advocates.
Versus trying to appeal to everybody and everyone and ending up appealing to, well, basically no one.
