{"id":5493,"date":"2023-05-19T11:39:00","date_gmt":"2023-05-19T11:39:00","guid":{"rendered":"https:\/\/www.geotelecom.es\/blog\/tasa-de-bajas-email-como-se-calcula\/"},"modified":"2026-05-04T11:47:04","modified_gmt":"2026-05-04T09:47:04","slug":"email-attrition-rate-how-it-is-calculated","status":"publish","type":"post","link":"https:\/\/www.geotelecom.es\/en\/blog\/tasa-de-bajas-email-como-se-calcula\/","title":{"rendered":"Unsubscribe rate: why does your user unsubscribe from your email list?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">The Email Churn Rate is one of the most important indicators when analyzing the results of a campaign. It is the percentage of people who have opted not to receive further communications via email.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Once we have the result obtained by the formula, it is important to compare it with the established average; they estimate that it must be between 0.4% and 0.6%. If it is close to 0.9% it means that our strategies are not succeeding.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"DATA FIRST #3 \u2502 Email unsubscribe rate - Connectif\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/0rYFaWpgxWU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">And this begs the question....<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contents of the entry<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Contents\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #a09353;color:#a09353\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #a09353;color:#a09353\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/tasa-de-bajas-email-como-se-calcula\/#%C2%BFPor_que_tengo_una_tasa_de_bajas_tan_alta\" >Why do I have such a high attrition rate?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/tasa-de-bajas-email-como-se-calcula\/#%C2%BFQue_pasa_si_nuestra_tasa_de_bajas_es_alta\" >What happens if our attrition rate is high?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/tasa-de-bajas-email-como-se-calcula\/#Importancia_del_Churn_Rate_en_el_Data_First\" >Importance of Churn Rate in Data First<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/tasa-de-bajas-email-como-se-calcula\/#Analisis_de_usuario_a_traves_del_Data_Explorer\" >User analysis through Data Explorer<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/tasa-de-bajas-email-como-se-calcula\/#Fase_inicial_formulario_de_suscripcion\" >Initial phase: subscription form<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/tasa-de-bajas-email-como-se-calcula\/#Fase_de_desarrollo_formulario_de_comprobacion\" >Development phase: test form<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/tasa-de-bajas-email-como-se-calcula\/#Fase_final_formulario_darse_de_baja\" >Final phase: unsubscribe form<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%C2%BFPor_que_tengo_una_tasa_de_bajas_tan_alta\"><\/span><strong>Why do I have such a high attrition rate?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Occasionally there are customers who tend to abandon or unsubscribe for reasons that have nothing to do directly with shipping strategies, but some of the most common are:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Mass mailing<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Even today we still find clients who have large databases of registered users and do not apply any differentiation between them when it comes to campaigning and communicating a message.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Some companies tend to think that the more mailings you send, the more chances you have to generate a higher ROI, but many times you get the opposite, it will generate loss of users that you will have to compensate in an increasing investment to capture new leads and thus obtain the same results in terms of conversions.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Unsegmented DB<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Not all users are the same and do not interact the same with the brand. It is important to know the customer's average ticket, the type of product they are interested in and the life cycle they are in. We can impact them with interesting information or stop them if they have not interacted with our content for a long time.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Too high shipping frequencies<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Consistency is one of the most heard words in marketing. Maintaining consistency will make our subscribers wait for our mailings.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At the other extreme, there are those who want to tell too many things to subscribers and have too high a frequency of mailings, it is not advisable to go from 3 weekly mailings to 5 from one week to another. If we exceed the level of mailings in the long run we will get less reach and a higher percentage of unsubscribes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%C2%BFQue_pasa_si_nuestra_tasa_de_bajas_es_alta\"><\/span><strong>What happens if our attrition rate is high?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A high percentage is more than one&nbsp;<strong>0,9%.&nbsp;<\/strong>If we obtain these results in our mailing strategies, we will have to analyze if some of the reasons listed above coincide and make modifications in the mailing strategies for future campaigns. It is important to perform a&nbsp;<strong>monthly analysis<\/strong>, The information provided in this document is not intended to be used for the purpose of rectification without damaging the image of the company or the opinion generated by the users about our company policy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here is some data according to the type of sector:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Importancia_del_Churn_Rate_en_el_Data_First\"><\/span><strong>Importance of Churn Rate in Data First<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As of\u00a0<a href=\"https:\/\/www.geotelecom.es\/en\/lead-nurturing-digital-marketing\/\">Data First<\/a><strong>,<\/strong>\u00a0we can take advantage of the intelligent use of the data generated from the moment the customer registers with our company, impacting them with the right information, using a personalized delivery frequency and through the channel with which they will interact the most with our eCommerce. We also told you about this in detail when we talked about it in another post about\u00a0<a href=\"https:\/\/www.geotelecom.es\/en\/blog\/customer-lifetime-value-how-to-calculate\/\">how to calculate Customer Lifetime Value<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Our main objective with the use of this data is to minimize the churn rate with strategies that allow us to better understand the user and their buying interests.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Depending on the type of user, we can divide the stages into 3 phases:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Initial:<\/strong>&nbsp;We capture the user and through the subscription form we differentiate the sending ratio, content and type of channel with which we are going to impact the user.<\/li>\n\n\n\n<li><strong>Development<\/strong>Identify if the user has not interacted with our content for a long time and stop impacting with the same frequency for a certain period of time.<\/li>\n\n\n\n<li><strong>Final:<\/strong>&nbsp;Know the reason for unsubscribing and differentiate whether you want to unsubscribe from transactional mailings or if you only want to know the specific offers that we launch.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Analisis_de_usuario_a_traves_del_Data_Explorer\"><\/span><strong>User analysis through Data Explorer<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Before starting our whole strategy, it is important to know a little more about the contacts who have unsubscribed (type of purchase, recurrence, number of purchases...) This way we can focus our strategies depending on each hypothesis. On the one hand, if it was an audience that was interested in the brand, but did not want to receive information about it, or if, on the other hand, they were people who had never been interested in the brand and signed up without being aware of it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For this purpose, we make use of the&nbsp;<strong>Data Explorer,<\/strong>&nbsp;This tool allows us to learn a little more about our segments through the use of data.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As we can see, the segment that has generated the largest number of purchases is the \u201cunsubscribed\u201d segment, representing almost 50% of total purchases. This segment are people who bought and buy in our eCommerce, but do not want to receive more communications; either because they have a very marked type of purchase and are not interested in receiving more communications, or because they got tired of it at a moment and stopped buying and stopped being interested in the brand.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Perhaps for this audience, if we had obtained information through forms about the reason for unsubscribing, we could have adapted our communications to their needs. For this reason it is important to know our audience, buyers or not, everyone has a type of purchase and we must adapt our communications and the ratio with which we send them to each type of user.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Fase_inicial_formulario_de_suscripcion\"><\/span><strong>Initial phase: subscription form<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The customer signs up for our service and we want to impact with the right content. To do this when subscribing, we will make a form to briefly know their interests.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In addition to the basic fields such as email and name, we will add the \u201cgenre\u201d to further customize communications and the type of content they are interested in. This can be differentiated according to the type of eCommerce but here we have left 3 more generalist options, which, in addition to differentiating the type of content, adapt the range of shipments.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Once we have your answer, we will assign the field you have selected, we will send the welcome NL accompanied by a welcome push and you will become part of our database.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And now that we have segmented our database, how do we proceed with the usual mailings?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The idea is to have 2 dynamic plus active segments (one-time offers and 1 per week) to filter out people who do not meet certain conditions in all mailings.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Fase_de_desarrollo_formulario_de_comprobacion\"><\/span><strong>Development phase: test form<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">We move on to the development phase, here our main objective is to&nbsp;<strong>to personalize the information that each customer will receive and to build customer loyalty.&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If we have too much impact on a type of customer who likes our brand but is not interested in receiving news from our company, it is important to filter this type of segment to prevent them from leaving.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We will create a form that will be displayed on the website the next time you visit the page showing you a promotion that we have active and asking you if you want to receive more promotions like that one with<strong>&nbsp;3 options:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>I do!<\/li>\n\n\n\n<li>I don't want to!<\/li>\n\n\n\n<li>Not at this time<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">In this way we ensure that they are interested in receiving content of interest from our brand and thus avoid having a dissatisfied user who stops buying because they have not received the type of attention they were looking for.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>If you select<strong>&nbsp;\u201cI do\u201d<\/strong>&nbsp;an email is sent to you with the next active promotion.&nbsp;<\/li>\n\n\n\n<li>If you select<strong>\u00a0\u201cI don't want to<\/strong>\u201dThe \"contact\" is forced to be given to terminate it definitively.<\/li>\n\n\n\n<li>If you select<strong>&nbsp;\u201cnot for now\u201d<\/strong>&nbsp;keep you as a \u201clost customer\u201d and re-impact you every x amount of time with some of our active promotions.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Fase_final_formulario_darse_de_baja\"><\/span><strong>Final phase: unsubscribe form<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">We reach the final phase, the user decides to unsubscribe from our database and not to receive any more communications.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here our objective is to differentiate whether the contact wants to unsubscribe completely or if, on the contrary, he\/she wants to receive specific offers. In this way we try to keep the contact impacting with a lower frequency and thus have the possibility of being able to impact in the future with some of our communications. This would be an example of a form that could be sent to the user when clicking on the \u201cunsubscribe\u201d button.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here is the&nbsp;<a href=\"https:\/\/www.geotelecom.es\/en\/digital-marketing-dictionary\/workflow-2\/\" target=\"_blank\" rel=\"noreferrer noopener\">workflow<\/a>:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It would be to check that you have clicked the option to no longer send mailings and set the \u201cunsubscribe\" field to remove you from the subscriber segment automatically:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If, on the other hand, we do not want to give that option and directly unsubscribe, there are other unsubscribe forms that serve to collect information about the opinion of our users and have it as a reference when designing mailing strategies.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here are some examples of options for collecting information:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The unsubscribe rate in eCommerce submission strategies represents the level of quality of our content during submissions. Performing an analysis of our strategies and developing forms during the life of our user will determine the reach with our impacts and the satisfaction and positive response from customers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Connectif helps us with this analysis through the Data Explorer, which will develop our shipments based on parameters such as the ratio of shipments or the type of content according to the type of customer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We do not want to close the post without first making a small<strong>&nbsp;recommendations and essential tips:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Have you already figured out how to improve the unsubscribe rate of your email marketing database? At\u00a0<a href=\"https:\/\/www.geotelecom.es\/en\/\">Geotelecom<\/a>\u00a0we can help you optimize your performance and give you the best guidance and help to make your ecommerce always welcome in the inbox of your target audience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.geotelecom.es\/en\/contact\/\">Contact us now<\/a>&nbsp;and let's get to work.<\/p>","protected":false},"excerpt":{"rendered":"<p>The Email Churn Rate is one of the most important indicators when analyzing the results of a campaign. It is the percentage of people who have opted not to receive further communications via email. Once the result obtained by the formula is available, it is important to compare it with the established average; they estimate that it should be between 0.4% and 0.6%. If it is close to 0.9% it means that our strategies are not succeeding.  And this leads us to ask ourselves... Why do I have such a high churn rate? Sometimes there are customers who tend to abandon or unsubscribe for reasons that have nothing to do directly with the sending strategies, but some of the most common are: Even today we still find clients who have large databases of registered users and do not apply any differentiation between them when it comes to making a campaign and communicating a message. Some companies tend to think that the more mailings you send, the more chances you have to generate a higher ROI, but many times you get the opposite, you will generate loss of users that you will have to compensate in an increasing investment to capture new leads and thus obtain the same results in terms of conversions. Not all users are the same and do not interact the same with the brand. It is important to know the customer's average ticket, the type of product they are interested in and the life cycle they are in. It is important to impact with interesting information or to stop doing it if they have not interacted with our content for a long time. Consistency, is one of the most heard words in marketing. Maintaining consistency will make our subscribers wait for our mailings.  At the other extreme, there are those who want to tell too many things to subscribers and have a too high frequency of mailings, it is not advisable to go from 3 weekly mailings to 5 from one week to another. If we exceed the level of mailings, in the long run we will get less reach and more unsubscribes. What happens if our unsubscribe rate is high? A high percentage is more than 0.9%. If we get these results in our sending strategies, we will have to analyze if some of the reasons listed above coincide and make modifications in the sending strategies for future campaigns. It is important to perform a monthly analysis, in order to have the possibility of rectification without damaging the image of the company or the opinion generated by users about our company policy. Here are some data according to the type of sector: Importance of the Churn Rate in Data First From Data First, we can take advantage of the intelligent use of the data generated from the moment the customer registers with our company, impacting him with the right information, using a personalized frequency of mailings and through the channel with which he will interact more with our eCommerce. We also told you about this in detail when we talked in another post about how to calculate the Customer Lifetime Value. Our main goal with the use of this data is to minimize the churn rate with strategies that allow us to better understand the user and their buying interests. Depending on the type of user we can divide the stages into 3 phases: User analysis through Data Explorer Before starting our whole strategy, it is important to know a little more about the contacts that have unsubscribed (type of purchase, recurrence, number of purchases...) In this way we can focus our strategies depending on each hypothesis. On the one hand, if it was an audience that was interested in the brand, but did not want to receive information about it, or if, on the other hand, they were people who had never been interested in the brand and signed up without being aware of it. To do this, we make use of the Data Explorer, this tool allows us to learn a little more about our segments through the use of data. As we can see, the segment that has generated the highest number of purchases is the \u201cunsubscribed\u201d segment, representing almost 50% of total purchases. This segment are people who bought and buy in our eCommerce, but do not want to receive more communications; either because they have a very marked type of purchase and are not interested in receiving more communications, or because they got tired of it at a moment and stopped buying and stopped being interested in the brand. Perhaps if we had obtained information from this audience through forms about the reason for their unsubscription, we could have adapted our communications to their needs. For this reason it is important to know our audience, buyers or not, everyone has a type of purchase and we must adapt our communications and the rate at which we send them to each type of user. Initial phase: subscription form The customer signs up for our service and we want to make an impact with the right content. To do this when subscribing, we will make a form to briefly know their interests. In addition to the basic fields such as email and name, we will add the \u201cgenre\u201d to further customize communications and the type of content they are interested in. This can be differentiated according to the type of eCommerce but here we have left 3 more generalist options, which, in addition to differentiating the type of content, adapt the range of shipments. Once we have their response, we will assign the field they have selected, send the welcome NL accompanied by a welcome push and they will become part of our database. And now that we have segmented our database, how do we proceed to make the usual mailings? The idea is to have 2 dynamic plus active segments (specific offers and 1 per week) to filter out people who do not meet certain conditions in all mailings. Development phase: form<\/p>","protected":false},"author":111,"featured_media":6375,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":["post-5493","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-automatizaciones-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Tasa de bajas: \u00bfpor qu\u00e9 tu usuario se da de baja de tu lista de email? - Geotelecom<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/email-attrition-rate-how-it-is-calculated\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tasa de bajas: \u00bfpor qu\u00e9 tu usuario se da de baja de tu lista de email? - Geotelecom\" \/>\n<meta property=\"og:description\" content=\"El Email Churn Rate o Tasa de Bajas es uno de los indicadores m\u00e1s importantes a la hora de analizar los resultados de una campa\u00f1a. Se trata del porcentaje de personas que han optado por no recibir m\u00e1s comunicaciones a trav\u00e9s del mail. Una vez se tiene el resultado obtenido por la f\u00f3rmula, es importante compararlo con el promedio establecido; estiman que debe encontrarse entre el 0,4% y el 0,6%. Si esta se acerca al 0,9% significa que nuestras estrategias no est\u00e1n teniendo \u00e9xito.&nbsp; Y esto nos lleva a preguntarnos\u2026 \u00bfPor qu\u00e9 tengo una tasa de bajas tan alta? En ocasiones hay clientes que suelen abandonar o darse de baja de su suscripci\u00f3n por motivos que no tienen que ver directamente con las estrategias de env\u00edo, sin embargo algunos de los m\u00e1s comunes son: Todav\u00eda a d\u00eda de hoy nos encontramos con clientes que tienen grandes bases de datos de usuarios registrados y que no aplican ninguna diferenciaci\u00f3n entre ellos a la hora de hacer una campa\u00f1a y comunicar un mensaje. Algunas empresas tienden a pensar que cuantos m\u00e1s env\u00edos m\u00e1s posibilidades tienes de generar un ROI m\u00e1s alto, pero muchas veces recibes todo lo contrario, generar\u00e1 p\u00e9rdida de usuarios que tendr\u00e1s que compensar en una inversi\u00f3n cada vez mayor para captar nuevos leads y as\u00ed obtener los mismos resultados en cuanto a conversiones. No todos los usuarios son iguales ni interact\u00faan igual con la marca. Es importante conocer el ticket medio del cliente, el tipo de producto en el que est\u00e1 interesado y el ciclo de vida en el que se encuentra. Impactando con informaci\u00f3n interesante o dejarlo de hacer si lleva mucho tiempo sin interactuar con nuestro contenido. Constancia, es una de las palabras que m\u00e1s se escuchan en marketing. Mantener una constancia har\u00e1 que nuestros suscriptores esperen nuestros env\u00edos.&nbsp; En el otro extremo, est\u00e1n los que quieren contar demasiadas cosas a los suscriptores y tienen una frecuencia de env\u00edos demasiado alta,&nbsp;no es recomendable pasar de 3 env\u00edos semanales a 5 de una semana a otra.&nbsp;Si sobrepasamos el nivel de env\u00edos a la larga conseguiremos menos alcance y m\u00e1s porcentaje de bajas. \u00bfQu\u00e9 pasa si nuestra tasa de bajas es alta? Un porcentaje alto es m\u00e1s de un&nbsp;0,9%.&nbsp;Si obtenemos estos resultados en nuestras estrategias de env\u00edo, tendremos que analizar si coinciden algunos de los motivos enumerados anteriormente y realizar modificaciones en las estrategias de env\u00edo para futuras campa\u00f1as. Es importante realizar&nbsp;un&nbsp;an\u00e1lisis mensual, para tener posibilidad de rectificaci\u00f3n sin llegar a da\u00f1ar la imagen de la empresa o la opini\u00f3n generada por&nbsp; los usuarios acerca de nuestra pol\u00edtica de empresa. Aqu\u00ed os dejamos algunos datos seg\u00fan el tipo de sector: Importancia del Churn Rate en el Data First A partir del\u00a0Data First,\u00a0podemos aprovechar el uso inteligente de los datos\u00a0 generados desde el momento en el que el cliente se da de alta en nuestra empresa, impactarle con la informaci\u00f3n adecuada, utilizando una frecuencia de env\u00edos personalizada y a trav\u00e9s del canal con el que m\u00e1s vaya a interactuar m\u00e1s con nuestros eCommerce. Esto tambi\u00e9n te lo contamos detalladamente cuando hablamos en otro post sobre\u00a0c\u00f3mo calcular el Customer Lifetime Value. Nuestro objetivo principal con el uso de estos datos es minimizar la tasa de bajas con estrategias que nos permitan conocer mejor al usuario y sus intereses de compra. Seg\u00fan el tipo de usuario podemos dividir las etapas en 3 fases: An\u00e1lisis de usuario a trav\u00e9s del Data Explorer Antes de empezar toda nuestra estrategia, es importante conocer un poco m\u00e1s los contactos que se han dado de baja (tipo de compra, recurrencia, n\u00famero de compras\u2026) De esta forma podremos centrar nuestras estrategias dependiendo de cada hip\u00f3tesis. Por un lado, si se trataba de un p\u00fablico que estaba interesado en la marca, pero no quer\u00eda recibir informaci\u00f3n sobre la misma, o si, por el contrario, eran personas que nunca hab\u00edan estado interesadas en la marca y se dieron de alta sin ser conscientes de ello. Para ello, hacemos uso del&nbsp;Data Explorer,&nbsp;esta herramienta nos permite conocer un poco m\u00e1s sobre nuestros segmentos a trav\u00e9s del uso de datos. Como podemos observar, el segmento que mayor n\u00famero de compras ha generado es el de \u201cdados de baja\u201d representando casi el 50% del total de las compras. Este segmento son personas que compraron y compran en nuestro eCommerce, pero no quieren recibir m\u00e1s comunicaciones; o bien porque tienen un tipo de compra muy marcada y no les interesa recibir m\u00e1s comunicaciones, o porque se cansaron de ella en un momento y dejaron de comprar y de interesarse por la marca. Quiz\u00e1s a este p\u00fablico, si hubi\u00e9ramos obtenido informaci\u00f3n a trav\u00e9s de formularios sobre el porqu\u00e9 de su baja podr\u00edamos haber adaptado nuestras comunicaciones a sus necesidades. Por esa raz\u00f3n es importante conocer a nuestro p\u00fablico, compradores o no, todos tienen un tipo de compra y hay que adaptar nuestras comunicaciones y el ratio con la que las enviamos a cada tipo de usuario. Fase inicial: formulario de suscripci\u00f3n El cliente se da de alta en nuestro servicio y queremos impactar con el contenido adecuado. Para ello a la hora de suscribirle, le haremos un formulario para conocer brevemente sus intereses. Adem\u00e1s de los campos b\u00e1sicos como el email y el nombre, a\u00f1adiremos el \u201cg\u00e9nero\u201d para personalizar a\u00fan m\u00e1s las comunicaciones y el tipo de contenido en el que est\u00e1 interesado. Esto puede diferenciarse seg\u00fan el tipo de eCommerce pero aqu\u00ed hemos dejado 3 opciones m\u00e1s generalistas, que, adem\u00e1s de diferenciar el tipo de contenido, adaptan la franja de env\u00edos. Una vez tengamos su respuesta, asignaremos el campo que haya seleccionado, enviaremos la NL de bienvenida acompa\u00f1ada de un push de bienvenida y ya pasar\u00e1 a formar parte de nuestra BBDD. \u00bfY ahora que tenemos segmentada nuestra base de datos, c\u00f3mo procedemos a hacer los env\u00edos habituales? La idea es tener 2 segmentos din\u00e1micos plus activos (ofertas puntuales y 1 a la semana) para que filtren a las personas que no cumplan las determinadas condiciones en todos los env\u00edos. Fase de desarrollo: formulario\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.geotelecom.es\/en\/blog\/email-attrition-rate-how-it-is-calculated\/\" \/>\n<meta property=\"og:site_name\" content=\"Geotelecom\" \/>\n<meta property=\"article:published_time\" content=\"2023-05-19T11:39:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-04T09:47:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/cabecera-36.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"400\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Unsubscribe rate: why does your user unsubscribe from your email list? - Geotelecom","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.geotelecom.es\/en\/blog\/email-attrition-rate-how-it-is-calculated\/","og_locale":"en_US","og_type":"article","og_title":"Tasa de bajas: \u00bfpor qu\u00e9 tu usuario se da de baja de tu lista de email? - Geotelecom","og_description":"El Email Churn Rate o Tasa de Bajas es uno de los indicadores m\u00e1s importantes a la hora de analizar los resultados de una campa\u00f1a. Se trata del porcentaje de personas que han optado por no recibir m\u00e1s comunicaciones a trav\u00e9s del mail. Una vez se tiene el resultado obtenido por la f\u00f3rmula, es importante compararlo con el promedio establecido; estiman que debe encontrarse entre el 0,4% y el 0,6%. Si esta se acerca al 0,9% significa que nuestras estrategias no est\u00e1n teniendo \u00e9xito.&nbsp; Y esto nos lleva a preguntarnos\u2026 \u00bfPor qu\u00e9 tengo una tasa de bajas tan alta? En ocasiones hay clientes que suelen abandonar o darse de baja de su suscripci\u00f3n por motivos que no tienen que ver directamente con las estrategias de env\u00edo, sin embargo algunos de los m\u00e1s comunes son: Todav\u00eda a d\u00eda de hoy nos encontramos con clientes que tienen grandes bases de datos de usuarios registrados y que no aplican ninguna diferenciaci\u00f3n entre ellos a la hora de hacer una campa\u00f1a y comunicar un mensaje. Algunas empresas tienden a pensar que cuantos m\u00e1s env\u00edos m\u00e1s posibilidades tienes de generar un ROI m\u00e1s alto, pero muchas veces recibes todo lo contrario, generar\u00e1 p\u00e9rdida de usuarios que tendr\u00e1s que compensar en una inversi\u00f3n cada vez mayor para captar nuevos leads y as\u00ed obtener los mismos resultados en cuanto a conversiones. No todos los usuarios son iguales ni interact\u00faan igual con la marca. Es importante conocer el ticket medio del cliente, el tipo de producto en el que est\u00e1 interesado y el ciclo de vida en el que se encuentra. Impactando con informaci\u00f3n interesante o dejarlo de hacer si lleva mucho tiempo sin interactuar con nuestro contenido. Constancia, es una de las palabras que m\u00e1s se escuchan en marketing. Mantener una constancia har\u00e1 que nuestros suscriptores esperen nuestros env\u00edos.&nbsp; En el otro extremo, est\u00e1n los que quieren contar demasiadas cosas a los suscriptores y tienen una frecuencia de env\u00edos demasiado alta,&nbsp;no es recomendable pasar de 3 env\u00edos semanales a 5 de una semana a otra.&nbsp;Si sobrepasamos el nivel de env\u00edos a la larga conseguiremos menos alcance y m\u00e1s porcentaje de bajas. \u00bfQu\u00e9 pasa si nuestra tasa de bajas es alta? Un porcentaje alto es m\u00e1s de un&nbsp;0,9%.&nbsp;Si obtenemos estos resultados en nuestras estrategias de env\u00edo, tendremos que analizar si coinciden algunos de los motivos enumerados anteriormente y realizar modificaciones en las estrategias de env\u00edo para futuras campa\u00f1as. Es importante realizar&nbsp;un&nbsp;an\u00e1lisis mensual, para tener posibilidad de rectificaci\u00f3n sin llegar a da\u00f1ar la imagen de la empresa o la opini\u00f3n generada por&nbsp; los usuarios acerca de nuestra pol\u00edtica de empresa. Aqu\u00ed os dejamos algunos datos seg\u00fan el tipo de sector: Importancia del Churn Rate en el Data First A partir del\u00a0Data First,\u00a0podemos aprovechar el uso inteligente de los datos\u00a0 generados desde el momento en el que el cliente se da de alta en nuestra empresa, impactarle con la informaci\u00f3n adecuada, utilizando una frecuencia de env\u00edos personalizada y a trav\u00e9s del canal con el que m\u00e1s vaya a interactuar m\u00e1s con nuestros eCommerce. Esto tambi\u00e9n te lo contamos detalladamente cuando hablamos en otro post sobre\u00a0c\u00f3mo calcular el Customer Lifetime Value. Nuestro objetivo principal con el uso de estos datos es minimizar la tasa de bajas con estrategias que nos permitan conocer mejor al usuario y sus intereses de compra. Seg\u00fan el tipo de usuario podemos dividir las etapas en 3 fases: An\u00e1lisis de usuario a trav\u00e9s del Data Explorer Antes de empezar toda nuestra estrategia, es importante conocer un poco m\u00e1s los contactos que se han dado de baja (tipo de compra, recurrencia, n\u00famero de compras\u2026) De esta forma podremos centrar nuestras estrategias dependiendo de cada hip\u00f3tesis. Por un lado, si se trataba de un p\u00fablico que estaba interesado en la marca, pero no quer\u00eda recibir informaci\u00f3n sobre la misma, o si, por el contrario, eran personas que nunca hab\u00edan estado interesadas en la marca y se dieron de alta sin ser conscientes de ello. Para ello, hacemos uso del&nbsp;Data Explorer,&nbsp;esta herramienta nos permite conocer un poco m\u00e1s sobre nuestros segmentos a trav\u00e9s del uso de datos. Como podemos observar, el segmento que mayor n\u00famero de compras ha generado es el de \u201cdados de baja\u201d representando casi el 50% del total de las compras. Este segmento son personas que compraron y compran en nuestro eCommerce, pero no quieren recibir m\u00e1s comunicaciones; o bien porque tienen un tipo de compra muy marcada y no les interesa recibir m\u00e1s comunicaciones, o porque se cansaron de ella en un momento y dejaron de comprar y de interesarse por la marca. Quiz\u00e1s a este p\u00fablico, si hubi\u00e9ramos obtenido informaci\u00f3n a trav\u00e9s de formularios sobre el porqu\u00e9 de su baja podr\u00edamos haber adaptado nuestras comunicaciones a sus necesidades. 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Una vez tengamos su respuesta, asignaremos el campo que haya seleccionado, enviaremos la NL de bienvenida acompa\u00f1ada de un push de bienvenida y ya pasar\u00e1 a formar parte de nuestra BBDD. \u00bfY ahora que tenemos segmentada nuestra base de datos, c\u00f3mo procedemos a hacer los env\u00edos habituales? La idea es tener 2 segmentos din\u00e1micos plus activos (ofertas puntuales y 1 a la semana) para que filtren a las personas que no cumplan las determinadas condiciones en todos los env\u00edos. 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