Offboarding & Farewell Sequence Email Benchmarks
Offboarding emails are sent when a subscriber cancels or unsubscribes. While retention is often the goal, these emails also protect brand perception. Average open rates range from 25% to 40%, with CTR between 4% and 10%.
Key Benchmarks
| Metric | Average | Above Average | Excellent |
|---|---|---|---|
| Open Rate | 25-40% | 40%+ | 50%+ |
| Click-Through Rate | 4-10% | 10%+ | 16%+ |
| Save Rate | 5-15% | 15%+ | 25%+ |
| Feedback Completion Rate | 10-25% | 25%+ | 40%+ |
Best Practices
- Send a confirmation email immediately after the cancellation
- Offer a pause option or retention incentive in a second email 48-72 hours later
- Ask for feedback in a separate email — timing matters, do not ask immediately
- Send a final farewell that leaves the door open for return
- Immediately suppress unsubscribes on the first email to comply with regulations
Frequently Asked Questions
What is a good save rate for offboarding emails? 5-15% is average. Offering a meaningful retention incentive can lift this to 15-25%.
How many emails should an offboarding sequence include? 2-3 emails: a confirmation, a retention offer, and a farewell. More than 3 risks annoying the departing subscriber, increasing spam complaints.
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