Though email marketing is one of the more effective and less expensive ways to retain and engage customers, content irrelevance is an almost sure-fire predictor of user "unsubscribe" behavior.
Though comScore found earlier this year that e-mail had a 4.4 percent sales conversion rate in the U.S. market, the key is relevance.
In a survey by MarketingSherpa and ad:tech, 44 percent of marketers said that emails to house lists had “great return on investment.”
The issue is to keep them from "unsubscribing." According to an Epsilon and ROI Research study, 55 percent of email subscribers in the US and Canada unsubscribe from opt-in emails occasionally—and 14 percent do so frequently.
Only five percent of survey respondents say they "never" unsubscribe.
“North Americans are receiving a lot of content, and at the same time they're getting more and more selective about the kinds of e-mails they want to receive,” says Kevin Mabley of Epsilon.
Most Internet users unsubscribed due to irrelevant content.
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