Shoppers are most likely to click the unsubscribe button when they feel they are being contacted too frequently, according to Navigating Disruptions to Communication, a study released Wednesday by SlickText.
This has become especially annoying for consumers during the COVID-19 pandemic.
Among the consumers polled, 35.64% rarely open branded emails or are now less likely to do so. But 17.27% are more likely to open them, and 17.73% report no change. Only 9.36% say they always open emails from brands.
Shoppers are also turned off by these types of message:
Rather, consumers want these forms of messaging:
Here is what they prioritize most when evaluating communications:
“With consumers citing too frequent communication as the reason to unsubscribe, brands must find a desirable, direct way to communicate only the most relevant information or else risk losing them for good,” states Meg Scales, CMO of SlickText.