What Consumers Really Think About Your Email Program
For example, when asked in 2012 about the reasons why they unsubscribed from an email program, respondents cited relevance as the primary reason (31 percent), followed closely by email frequency (30 percent). This year, the top reason is frequency (35 percent), followed by relevance (25 percent) at a much greater spread. Add in "inbox overload" at 24 percent this year, and the story is compelling. Even relevant email may get the boot if the frequency is too high.
As an ESP, we always recommend that companies use engagement and behavioral data to develop their email program strategies and optimize their tactical approaches. When you add consumer sentiment to that strong foundational strategy, companies can gain a richer, more comprehensive view of the customer and drive better results.
Click here to view the full 2013 Consumer Views of Email Marketing report.
Susan Tull is the vice president of marketing for BlueHornet Networks.