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Why Consumers Unsubscribe From Promo Emails [CHART]

By David Erickson | March 14, 2017

Chart: Why Consumers Unsubscribe from Promo Emails

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.

Posted in Consumer Behavior, Email Marketing, Generations, Household Income, Millennials, Mobile Behavior, Mobile Marketing, Online Behavior and tagged Email Frequency, List Building, List Churn, Mobile Apps, Mobile Email, Staistics

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Marketing, advertising, communications & public relations trends, statistics, charts, graphs, infographics, presentations, and video that are not published to the e-Strategy Content Marketing Blog or to eStrategy TV. This site is published daily by David Erickson, a veteran marketing professional.

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