Email Marketing Checkup: How Do You Keep Them if 95% are Likely to Unsubscribe?
According to a recent eMarketer article on email unsubscribes, only 5% of respondents said they never unsubscribe. That means 95% do! That’s something to think about if you work in email marketing.
And some subscribe quite often. The article states 55% of email subscribers in North America unsubscribe occasionally and 14% frequently. Again, another high number.
We as an email solutions provider are tossing these numbers at you for a few reasons, all of which involve improving your email marketing results. Lessons to remember here are:
- Your email marketing content must be relevant to the subscriber. Most unsubscribes are due to irrelevant email marketing content
- Your email marketing must show up in people’s inboxes with a frequency that works for them, not you. Email too often, and they’ll unsubscribe. Email too rarely, and they’ll forget the subscribed in the first place
- Your email marketing must pass the “annoyance” test so you don’t get reported as spam. Many people will report an email as spam rather than unsubscribe when they think your email marketing is irrelevant, too frequent, or both
- Your email marketing must remind people that they did subscribe and asked to hear from you. Use welcome emails to do this, and include a brief line in each email reminding them they subscribed
Also note that these numbers are for permission-based email marketing, meaning these folks subscribed to the emails in the first place.