Why Do Email Subscribers In Different Regions Unsubscribe?
By Anna Johnson on June 24th, 2009Research by Epsilon and ROI Research provides a snapshot of how many – and why – people in North America, Western Europe and Asia-Pacific unsubscribe from permission based emails.
The trends are likely due to cultural differences as well as the sheer amount of email people in different regions receive.
While, for example, 55 percent of people in North America and 50 percent of Western Europeans occasionally unsubscribe from opt-in e-mails, just 31 percent of those in Asia-Pacific do so.
In other findings, 14 percent of North American email subscribers frequently unsubscribe from email, compared with 15 percent of those in Western Europe and just 4 percent in Asia-Pacific.
Meanwhile, 5 percent of those in North America, 6 percent of those in Western Europe and 14 percent of those in Asia-Pacific never unsubscribe from permission based emails.
Epsilon and ROI Research’s report, ‘Inside the Inbox: Trends for the Multichannel Marketer’ shows much more consistency between regions when it comes to why people unsubscribe from optin email.
62 percent of subscribers in each of Asia-Pacific and Western Europe, and 67 percent of North Americans, unsubscribe due to irrelevant content.
56 percent, 60 percent and 64 percent of those in Asia-Pacific, Western Europe and North America respectively unsubscribe because of receiving emails too frequently.
Other, less common reasons given by people are: believing their email address is being shared or sold (30 percent of those in Asia-Pacific, 39 percent of Western Europeans and 50 percent of North Americans); not recalling that they’d signed up for such emails (20 percent of those in Asia-Pacific, 31 percent of Western Europeans and 48 percent of North Americans) and concerns about privacy (29 percent of those in Asia-Pacific, 18 percent of Western Europeans and 32 percent of North Americans).
Source: eMarketer, “Why E-Mail Subscribers Unsubscribe,” June 17, 2009
