“Is my opt-out rate too high? Why are my customers unsubscribing?”
We all know what this feels like. It’s the dreaded feeling of losing subscribers—especially after all the time, effort, and money spent getting them.
Sometimes, the causes are completely out of your control. They may have outgrown your products, left the country, or changed their shopping habits. Whatever it is, you’ll always have a small percentage of unsubscribers for every SMS campaign you send.
It’s not always a bad thing. Opt-outs increase the quality of your list. You’re left with subscribers that genuinely want to hear from you, and this ensures that you’re spending your marketing dollars on people that are more likely to convert or engage with your content.
If your opt-out rate is too high, then it may be a cause for concern.
So let’s see how well you’re doing compared to our global platform opt-out percentage.
Global Platform Opt-out Percentage
The global platform opt-out percentage in 2017 was 2.55%. In 2024, average opt-out rates are between 0% and 1.5%.
Remember, you should be benchmarking yourself against your own past performance, not just the industry. Compare apples with apples - even with an industry - different types of communication have different opt-out rates.
| Tip: Keep in mind that not all SMS messages are made equal. You may find that SMS marketing messages have a lower click-through rate and a higher opt-out rate than SMS reminders. Reminders are often expected and welcomed by your customers, whereas marketing messages may not be. This global average encompasses all types of SMS messages, so take it with a grain of salt. |
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Ways to improve your opt-out rates
If your opt-out rates are higher compared to the global average, don’t worry. Here are some questions to help you determine what the cause may be:
Are too many messages being sent? If you own a retail store and your customers shop with you once or twice per month, then we recommend that you send them one or two text messages per month. Mirror your customers' habits.
Are messages infrequent and sporadic? Customers can have a short memory. If messages are sent rarely and inconsistently, your customers may forget that they’re on your list and be surprised by your text messages, leading to an opt-out.
Are messages personalised enough? Personalisation goes a long way by showing your customers that you care. Avoid sending generic messages that aren’t specific to anyone. You can also check out our SMS templates and industry verticals for ideas.
Are messages sent at weird dates and times? Find the right dates and times that your customers can take action. For restaurants, SMS messages at 11:30 am might be appropriate because your customers are planning their lunch.
Did you set expectations? Your relationship with your customer begins before they subscribe to your list. They should know what to expect from you when they signup, like how many times you plan to text them per month, and what kinds of text messages they’ll be receiving. This is also an excellent way to deter low-quality subscribers from opting in.
What may work for others may not work for you, so it’s important to experiment for the best results.
If you have questions, feel free to reach us.
