Main reasons to #unsubscribe to a #newsletter & best practices

According to an Epsilon study about email (2009), the top 5 reasons given for unsubscribing from a newsletter amongst worldwide respondents included:

  • Content was irrelevant – 64%
  • Received too frequently – 60%
  • Thought address was being shared/sold – 40%
  • Didn’t recall signing up – 33%
  • Privacy concerns – 33%

Frequency is always a key problem of course, but it’s indeed related to content relevancy; thinking “I receive too many emails” is quite fairly related to “that email did not interest me in terms of content”. Hence the rather same score for the 2 answers. Let’s forward thinking with a not very new, but helpful introduction about subscribe and unsubscribe best practices.