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why do people unsubscribe?Submitted by Graham on Tue Mar 17, 2009 How many of you subscribe to an excessive number of e-newsletters and lists that you never have time to read? Yeah, me too. It's ironic then, that an e-newsletter from the Marketing Sherpa today arrived in my inbox... and I read it. I read it depsite the fact that I almost always send them straight to the rubbish bin for lack of time or interest. Why is this ironic? The topic of the e-newsletter was the primary reason for unsubscribes and the number one reason is 'lack of relevance' NOT 'inbox clutter'! While I've thought on may occasions about unsubscribing from the Marketing Sherpa list, I've never done it. Then when an email came through that was relevenat to me, I opened it. Amazing. I almost didn't need the research. I'm living proof of concept. The research showed that 58% of the people that unsubscribed from a list identified 'relevance' as the primary reason for removing their name. Inbox clutter was a distant second place at 44%. It's worth thinking about because it breaks the conventional wisdom: 'people unsubscribe because they receive too many emails'. That is true, but not to the same extent as lack of relevance as the prime motivator. Read the full article here. |