Maybe your own metrics don’t support this. But 68% of consumers say they unsubscribe from emails at least somewhat often, and 22% frequently do so, according to "What’s Lurking In Your Inbox," a study by Zipwhip.
The reason is that people are overwhelmed by inbox clutter. Of the individuals surveyed, 39% have over 100 or more unread emails in their inboxes and 20% have over 1,000.
But 29% say they’ve achieved the elusive inbox zero.
In addition, 62% have a dedicated email address for online accounts with brands, or for promotions/offers for which they have signed up. The remainder don’t.
Zipwhip, a texting provider, surveyed over 500 consumers, using a panel sample purchased from SurveyMonkey.
The company found, among other things, that if people ever had any love for email, the thrill is gone. Look at these stats:
Don’t count on people checking their junk email folders for your emails—43% never do, and 12% never. Another 22% often check and 23% somewhat often.
Worse, 51% trust text most for receiving important messages, while only 35% choose email and 14% phone calls.
Where are people getting their emails? The most popular services are:
Gmail is first with Generation Z consumers, people born after 1996—69% have their primary accounts there. Gen Y, the so-called Millennials, is next, with 50%.
Gmail is utilized by 44% of Gen Xers, 42% of baby boomers and 42% of those in the silent generation—born before 1945.
Of all these, 100% have personal email accounts and 59% have work emails. Another 28% have school addresses, and 5% maintain some other kind of account.
Meanwhile, 58% rarely miss important emails because they’re burred between other messages or classified as spam. Another 10% never do, and 32% do at least somewhat often.
Overall, the study shows that “there is a time for email but it’s not the catch-all communication medium it used to be, “states John Lauer, CEO at Zipwhip
Well, what do you expect the CEO of a texting company to say?
And let’s keep that staggering unsubscribe number in context. A June study by OPTiZMO Technologies found that the unsubscribe rate for commercial emailers was 0.073% in April and May.