Why Email Subscribers Unsubscribe [INFOGRAPHIC]

Posted on May 9th 2013

Why Email Subscribers Unsubscribe [INFOGRAPHIC]
One of the most important things that you can do to drive repeat sales is to create an email list (at least according to this study). One of the huge advantages of email is that most businesses achieve about a 20% open rate on email and a .3% opt-out rate. Compare that to social media and email has a huge advantage, not to mention it is much more likely to be the last touch prior to sale. Email closes if you do it right.
 
This is a great infographic on why email subscribers leave and why they stay. I would add one best practice: consider giving them something. Coupon, discount, widget – little drives people to act than a good incentive or a deal. Let me know your thoughts on this one! 

 

why-email-subscribers-unsubscribe_5180328a4aaa1

 

 

leaderswest

Jim Dougherty

I write and shepherd content on Leaders West. I write about how smaller businesses can leverage social media to their advantage (and some other stuff).

Connect with me on Google+;

See Full Profile >

Comments

Yusuf Salman
Posted on May 13th 2013 at 9:54AM

I have been in social media management and online-trade for a few years now, and I have worked for some big-shot corporations. The only thing still bothering me about e-mail lists is that they usually don't take the consumer's permission first. For many people dealing with tens or hundreds of e-mail per day, the only logical first move is to mark the e-mail as spam. If I see a similar e-mail a second time, I take my time and create an e-mail filter that sends it automatically to my spam folder, or deletes it. Big scale e-mail platforms like GMail usually take this seriously, and such e-mails fall into the spam folders of their other potential customers. So, they lose the primary logic behind these e-mail lists: reaching more potential customers and being taken seriously.

When I receive a weekly digest of the news and videos from TED, it is OK. Because I already know the platform, and created an account to receive these e-mails. But selling e-mail addresses between companies is what brings the whole business of e-mail lists to hell. Companies do this because they want to reach more people and they think "any press is good press". Well, it is not. They usually use mass-mailing applications and programs to reach more people. This is also a terrible way to reach people. I didn't ask for them to buy my e-mail address along with thousands of others, or I haven't subscribed to their lists. I didn't give them my permission. So, when I meet a branch of such businesses on the street, or while I am looking for options in their line of work, I am likely to remember their businesses' names, and my bias will not be in their favor.

As long as this is done professionally, e-mail lists and subscription networks can be a great way for reaching new potential customers. However, in the wrong hands, they will ruin businesses in no time. I have seen the examples of this. Just get their permission to send e-mails, GODDAMMIT.