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.