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Have you ever wondered about average sign-up rates for email newsletters ?

By Marc Bissonnette
Internalysis

Jan 31st, 2011, 1:19pm

I needed to know this number for a discussion elsewhere, but it took a lot of looking (Google seemed to think I wanted to know conversion rates, or how to "increase my signup rates by a million percent!". Here is what I found:

Average conversion rate across most industry types seems to be around 10%. The average successful completion rate for confirmed opt-in (You ARE using confirmed opt-in for your email sign ups, right ?) is 90%. The average monthly unsubcribe rate seems to be around 5% for non highly-specialized lists.

So: If you have 50,000 unique visitors per month, your website is well designed, it is more than just a "Catalog" website (I.e. more than "Here are our products: Buy them"), and has regular and relevant content, you should be able to see 4,740 subscriptions to an email newsletter +/- 10%, or about 57,000 a year.

Using another well-established statistic, this means that you should *also* be able to convert about 4% of those readers into paying customers, or 190 new sales per month, or 2,280 per year.

If the product or service you are selling has a profit margin of $5, that means $11,400 more profit per year. "But that's not even a full time salary!" some may argue: The answer to that is that you don't need someone full time doing *only* email newsletters, but it certainly adds a nice little extra to your revenue statement.

Marc Bissonnette is the proprietor of CanadianISP, Canadas' largest Internet Service Provider search and comparison site.

InternAlysis - Customized, specialized, dedicated eMarketing specialist
CanadianISP - Canadas' largest Internet Service Provider (ISP) list and comparison web site

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