Bad news for email marketers. In a recent survey, almost 4 out of 5 consumers (79%) confirmed they used their internal system's "spam" or "junk" button to eliminate email they don't want. And almost two out of five (37%) did it as a way to unsubscribe from stuff they'd opted in to receive.
What does this mean for you? If your company uses email as a marketing and communications channel (who doesn't?), then you've got to think very carefully about several things:
1) Keep your email lists clean. Use double opt-in methods to ensure people really agree to your email communication.
2) Keep your content relevant. Consider segmenting your email lists into micro-lists, then develop content for each group.
3) Don't barrage your readers. Too frequent communication is one of the top reasons people drop off lists.
4) Put your unsubscribe option at the top of your message - not the bottom. Give people an easy out, and they'll take it - letting you know that they're not getting value from your communications. This will also give you a chance to re-recruit them when they see a relevant offering on your site or in your ads.
On a related note, an Email Labs study from last October showed 52% of at-work users "always use the preview page" and 17% frequently use it. Think about writing and formatting for preview pane users (HTML turned off, graphics suppressed, small viewing window)
Ultimately, the customer (and prospective customer) experience determines whether you’ll retain them over time. The better you get at communicating with people when, how and about what they want, the stronger your relationship will be.
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