I’m just here for the coupon
I recently registered my work email with a company that shall not be named in an effort to receive a 20 percent off coupon. While I received the coupon, I also found myself receiving somewhere around 10 emails per week from this company.
After a few weeks, I had no choice but to unsubscribe from this email listing. Though it did give me the option to minimize email settings, the overwhelming amount I already received was such a turn off that I had to unsubscribe altogether.
This has happened time and again with countless other mail listings, and I know that I’m not the only one burdened with email after email. Apparently this is such a common occurrence that eMarketer was able to conduct a survey that complied the top reasons why people tend to unsubscribe from email lists.
Unsubscribing by the numbers
The major reasons were broken down into 13 categories.26 percent of people stated that they get too many emails in general as the top reason for unsubscribing. Click To Tweet
The additional reasons were as follows: 21 percent report that the emails were not relevant to them; 19 percent received too many emails from a specific company; 19 percent complained that the emails were always trying to sell something; 17 percent stated the content of the emails were boring, repetitive, and not interesting to them.
Sixteen percent unsubscribed because they do not have the time to read the emails; 13 percent stated they receive the same ads and promotions in the email that they receive in print mail (through direct mail, print magazines, newspapers, etc.)
Eleven percent stated that some emails can be too focused on the company’s needs and not enough on the customer’s needs; 10 percent felt that certain emails seemed geared towards other people’s needs and not their own. Another 10 percent did not like the appearance of certain emails, stating that they were too cluttered and sloppy.
An additional 10 percent didn’t trust the email to provide all of the information necessary to make purchasing decisions. Finally, one percent claimed “other” reasoning as the main cause.
Important for content marketers
Seven percent unsubscribed from certain email listings because they said emails did not look good on their smartphones. This may be an important note for marketers to keep in the back of their minds.
Keep in mind this data was collected last October and may not reflect all of the reasons that marketers should assess for retaining customers. Assess your email marketing strategy to ensure you’re fitting the needs of most of your customers.