Mark Brownlow blogged about, among other fascinating things in a series on what email users say, why people unsubscribe. What was top reason?
Drum roll please.....
Merkle's View from the Inbox reports that recipients unsubscribe are
75% - Sending me stuff I don't care about
73% - Way too many "valuable offers"
Epsilon's Global Consumer Email Survey says North American consumers unsub because:
Sending me junk I don't care about
There's links to more studies there and guess what they say. These studies are nicer about phrasing it, as is Mark. I call it nicer things all the time, but what it comes down to is this....
There is a portion of your list that thinks your offers are valuable and really truly wants to get them in their inbox. They're your fan club.
There is a portion of your list that is ambivalent. To them, your offers are clutter. You might be able to turn them into truly engaged, loving subscribers.
There is a portion of your list that thinks your offers are absolute junk and never wants to hear from you again. They hate you.
Best practices are there, in part, to help you lose the third portion more quickly (or never add them in the first place) and help turn more of the second portion into the first. If you increase your volume or frequency, the ambivalent group does not join your fan club. They become haters and nobody wants that.
Drum roll please.....
Merkle's View from the Inbox reports that recipients unsubscribe are
75% - Sending me stuff I don't care about
73% - Way too many "valuable offers"
Epsilon's Global Consumer Email Survey says North American consumers unsub because:
Sending me junk I don't care about
There's links to more studies there and guess what they say. These studies are nicer about phrasing it, as is Mark. I call it nicer things all the time, but what it comes down to is this....
There is a portion of your list that thinks your offers are valuable and really truly wants to get them in their inbox. They're your fan club.
There is a portion of your list that is ambivalent. To them, your offers are clutter. You might be able to turn them into truly engaged, loving subscribers.
There is a portion of your list that thinks your offers are absolute junk and never wants to hear from you again. They hate you.
Best practices are there, in part, to help you lose the third portion more quickly (or never add them in the first place) and help turn more of the second portion into the first. If you increase your volume or frequency, the ambivalent group does not join your fan club. They become haters and nobody wants that.
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