Pardot Email Unsubscribes Report: Understand Which Caused Email Opt-outs

From Lucy Mazalon of THE DRIP: Click here to read. This is good specific guidance for users of the Pardot email platform (owned by Salesforce), but I'm sharing it more broadly because regardless of what platform you send emails from, understanding which emails, which types of content, or which list sources drive the highest unsubscribe rates will provide you with very important deliverability-focused strategic guidance. The more you know, the more you can tailor your content, or improve signup practices, or jettison a high unsub-driving practice, and the more your deliverability will improve. Better deliverability, better, more solid inbox placement, means more response, which means more success from your email program.

It's really simple if you think about it like this:

  1. Identify highest driver of unsubscribes.
  2. Improve that content, practice or data source to reduce unsubs.
  3. Note improvement in deliverability and/or response rates.
  4. Repeat!

And thanks to Lucy for sharing with us how Pardot users can implement that first step in their reporting.

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