These are the most common email marketing sins - how many are you guilty of?

June 29, 2016

Wouldn’t it be great if you knew what motivated a customer to unsubscribe from your mailing list? After all, losing a recipient from a mailing list is a marketing failure. It amounts to a person passing through every stage of the marketing funnel, and then choosing to take themselves back out of it. At Attest, we have the ability to find out what encourages people to take this action. With this information, we can equip companies with the knowledge of how to defeat unsubscription and maintain their mailing lists.

We asked our survey respondents to select all the factors which contribute to a decision to unsubscribe:

"What makes you unsubscribe from email lists? (select all that apply)"

 

Inbox overload

By far the most influential factor was the frequency of emails, which 81% of respondents on average cited across all demographic groups. The next most common factors were never having signed up to the mailing list, that the emails were too generic, or too long.

Leaving aside the belief that the recipient had never signed up, the other factors all suggest that people are open to the idea of receiving some emails, but that there are a number of factors - in the control of the sender - which shape whether the recipient will continue to accept them or not. A successful email marketing programme will take these factors into consideration, in order to maintain the strength of their mailing list.

 

 

Finding the balance

Companies need to find the ‘sweet-spot’ in terms of frequency, so that clients are reminded of the company as often as possible, without being irritated by overloading. For instance, a company may want to contact their clients 3 times a week, but in reality valued clients may only want to hear from the company every fortnight at most. By overwhelming the customer with information, the company will damage responses to the brand or lose clients from their mailing list.

Too much of a good thing?

Similarly, emails should be adjusted to recipients’ preferences in terms of content and length, or risk alienating them. Respectively 36% and 28% of our respondents cited these as factors in their decisions to unsubscribe. Better market research can inform marketers of what their clients will respond to positively, and enable them to tailor their emails to their clients’ interests and lifestyles. Attest’s ability to analyse survey results according to demographic factors like age, gender and location allows companies to see which aspects of their marketing approach best suits their clients.

Who are you?

According to 12% of our respondents, a change in the style of marketing influences a decision to unsubscribe. This indicates the importance for a brand to know what ‘voice’ they speak with. An abrupt change here risks alienating customers from a brand they thought they knew. Attest offers companies the opportunity to get rapid feedback on any ideas they would like to trial before roll-out, avoiding the possible pitfalls of a public ‘trial and error’ approach to a company’s marketing.

If you would be interested in using Attest’s technology to better communicate with your mailing list, get in touch here