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Unsubscribe: Breaking Up is Hard To Do

Posted on 2.18.2011

Email service provider ExactTarget has published a series of reports, the most recent (#8) of which details why consumers end brand relationships (permission-based email and social channels like Twitter and Facebook), how they do it, and "the impact of this 'social break-up' on consumers’ intent to do business with brands in the future."

The report addresses why subscribers (email), fans (Facebook), and followers (Twitter) are ending brand relationships. On Facebook and Twitter, the reasons people unlike or unfollow their fans and followers is pretty straightforward:

Twitter: 52% because the content became repetitive over time, their personal stream of tweets was becoming too crowded, 39% of the companies followed posted too frequently, and 27% because the followers only followed to take advantage of a one-time offer. 

Facebook: 44% said the company posted too frequently, 43% said because their wall was becoming too crowded, 38% because the content was becoming repetitive, and 26% because they too advantage of a one-time offer. 

Email: 54% because emails come too frequently from a particular brand, 49% because content became boring or repetitive over time, 47% because they’re overwhelmed by the amount of email they receive, and 25% of consumers said they unsubscribe because the email content was irrelevant from the start.

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