How to Take Action on Unsubscribe Data in B2B Marketing Analytics

When a customer unsubscribes from our email communications, we lose the ability to market to them, affecting everything from renewal reminders to cross-sell and upsell campaigns. This negatively impacts the revenue our companies can generate from the account — potentially draining us of hundreds of thousands of dollars.

Customers — especially existing customers — often unsubscribe when companies are sending too many emails, or too many with content that doesn’t resonate.

What if we could identify and remove which templates were triggering prospects to unsubscribe? Then we could eliminate the marketing assets that are putting our revenue at risk.

From email Reports to Unified Marketing Analytics

One of the challenges is that many modern email marketing tools don’t have a simple way to compare performance across multiple emails in a campaign.

However, an engagement studio journey might have eight different emails! Barring reviewing each template, one-by-one, it’s not easy for marketers to identify which templates are driving opt-outs. These report metrics are housed in different tabs, or in different locations, so understanding why some templates are driving opt-outs can be a precarious affair.

Enter B2B Marketing Analytics — a best-of-class analytics solution that allows marketers to get the insight they need to eliminate poorer-performing assets.

Identify revenue-Harming templates with b2B Marketing Analytics

One of the five out-of-the-box dashboards in B2B Marketing Analytics is the Engagement Dashboard. It’s designed to help marketers better track their marketing asset performance across campaigns and time periods.

Let’s say we’re running a campaign promoting the launch of our new expense management product. Rather than look at each of its email template discretely, we can look at the aggregate performance of templates within that campaign.

The opt-out rates for our emails in this campaign seem high. Let’s explore the data templates driving customers to unsubscribe.

Exploring Unsubscribe data

We know that subject lines typically drive unsubscribes, so let’s sort the sum of opt-outs by that.

Sum of opt-outs isn’t the only measure we need. After all, we might have sent 10x more emails with the first subject line compared to the second. We also need a measure of average opt-outs.

But that’s not the best visualization. Using the power of AI, Einstein provides us with recommendations for the best visualization for the data we’re exploring.

The top suggestion is a scatter plot. This is an ideal visualization when two quantitative measures have different scales.

From Analytics to Action

Here, we can identify the templates in the top-rightmost quadrant as being the leading causes for unsubscribes. The data tell us that we’re sending too many reminders for this campaign. So we ask our marketing manager to pull those templates from the engagement journey.

Make Data-Driven Decisions with B2B Marketing Analytics

Unsubscribers are a blight on revenue. Because they can’t be targeted by email, this negatively impacts their ability to be cross-sold, up-sold, or educated on a company’s products and services.

While it’s impossible for B2B marketers to create perfect campaigns, it’s critical for them to understand why their customers are unsubscribing.

Maybe it’s a disharmony between the audience and the offer. Maybe it’s the communication cadence. Maybe it’s the non-responsive HTML template. Maybe it’s because they’ve fallen out of love with a brand.

It’s impossible to know for certain. But with an integrated B2B analytics platform, marketers can start hypothesizing answers to these questions with data. Then — and only then — can they continue building email campaigns that engage, inspire, and drive revenue forward.