The State of Email #LitmusLive @LitmusApp @Fluent_HQ
The State of Email
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Litmus and Fluent surveyed more than 1,300 American adults about: • Why they report brands’ emails
as spam and unsubscribe, and • How they interact with their
spam folder.#LitmusLive @LitmusApp @Fluent_HQ
Over the next 45 minutes, we’ll share and discuss findings from the ebook, which you can get at:litmus.com/lp/spam-complaints
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Kayla LewkowiczMarketing Coordinator at Litmus@kllewkow
Chad WhiteResearch Director at Litmus@chadswhite
Jordan CohenChief Marketing Officer at Fluent@jcohen808
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Consumers’ Broadening
Definition of Spam
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How Consumers Interact with the Spam Folder
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The Blurring of the Motivations for Complaints and Unsubscribes
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Unsubscribe Mark as SpamBrand sent irrelevant or too many emails 67% 57%
No longer interested in brand 65% 53%Emails didn’t work well on mobile 51% 43%Had bad experience with the brand 41% 45%
Reasons Consumers Opt Out
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Consumers’ Mobile Inbox Triaging Behavior
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How Millennials’ Unsubscribe and
Complaint Behavior Differs
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When it comes to unsubscribes and spam complaints, millennials are surprisingly similar to older generations. However, there were a few small differences in email behavior worth noting…
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Millennials Gen X +Check their spam folder “very frequently” or “often” 55% 46%
Unsubscribed from a brand’s emails because they had a bad customer service experience with the brand
51% 39%
Save an email while on their smartphone to read later on another device “very frequently” or “often”
53% 44%
Find it difficult to unsubscribe 31% 41%
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Picks for the Best Ways to Reduce Spam Complaints and Unsubscribes
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Jordan’s picks:1. It all starts at the moment of
opt-in.
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Jordan’s picks:2. Low-hanging fruit: Mobile-
optimize your emails.
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Jordan’s picks:3. Don’t send emails that
suck… and don’t be a brand that sucks.
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Chad’s picks:1. Make your unsubscribe links
easy to find and your opt-out process simple—no more than one click in the email and one on the landing page.
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Chad’s picks:2. Update your post-
unsubscribe survey to include more omnichannel reasons. Use the responses to argue for improvements.
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Questions?
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Submit questions via the Q&A Panel
Get the ebook at: litmus.com/lp/spam-complaints
Thank You!
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