List churn is a critical concern for email marketers, particularly given that list growth is one of their biggest challenges. New survey data from a couple of studies indicates that consumers can be persuaded to not unsubscribe, with options for messaging frequency and increased relevance and personalization key elements.
Results from a Mapp survey of 1,765 consumers demonstrate that almost 2 in 3 (65%) respondents can be dissuaded from unsubscribing from a company’s marketing and advertising emails. Interestingly, older respondents (55-64) are more than twice as likely as younger ones (18-24) to say that there’s nothing a company can do to change their mind once they’ve made the decision to unsubscribe (55% and 23%, respectively).
The most persuasive option that brands can offer to keep subscribers on their list? Giving them the option to receive emails less frequently, cited by 4 in 10 respondents. Of lesser importance, but also noted by roughly 1 in 5 respondents, are brands sending more personalized/relevant content and sending personalized emails based on listed preferences and interests. Read the rest at MarketingCharts.com.