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Lastly, the best thing you can do to increase your rates is give your recipients value. Whether you
define value as a discount off of goods and services or a piece of information your recipient can’t
do without, this will strengthen your relationship, thereby increasing your response rate.
Bounce Rate
We’ve seen our customers average bounce rates usually come in under .5%. However, lists
mailed less frequently can have bounce rates in the 5%-7% range. A list that is mailed for the first
time can have up to a 50% bounce rate depending on how “new” it is.
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Idea: Download your list of bounces. If you have their postal addresses, send them
a postcard asking them to update their email address. Then direct them to an opt-in
form where you capture their new address. You may have to sweeten the deal with an
offer on their next purchase or something free like a gift card. It’s worth it for you not to
lose that customer.
Unsubscribe Rate
A regularly mailed list has an average unsubscribe rate around the .2-.5% range. A less frequently
mailed email list can creep up to the 2-5% range.
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Idea: Keep in more frequent touch with your recipients. Instead of once every 3 months
why not make the time and increase it to once per month. A customer of yours may be
on their way out the door, you don’t want that.
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