The Social Breakup: Why Consumers Unsubscribe

Theresa Smith — Tue, 08 Feb 2011 22:53:26 +0000

How often should you be emailing your customers or potential customers? How many tweets can you send out each day? How many is too many? How much contact is too much on Facebook? In order to find out why consumers terminate their relationships with Brands through Email, Facebook, and Twitter, Exact Target, a global Software as a Service (SaaS) provider, surveyed more than 1500 consumers and came up with a number of key findings that they reported today in “The Social Break-Up”.

Email Key Findings:

95% of US Online Consumers use email
91% have unsubscribed to a company email
18% never open email from companies
17% of subscribers will delete or ignore email instead of unsubscribing or hitting the spam button
49% unsubscribe because the content is boring or repetitive

Facebook Key Findings:

73% of US online consumers have a Facebook profile
65% of US online consumers are active on Facebook
64% of Facebook users are “Fans” of a company
51% of Facebook Fans of a company rarely or never visit a company’s page after liking them
44% of Facebook Fans unlike a company because they post to frequently

Twitter Key Findings

17% of US consumers have a Twitter account
9% of US consumers who have created a Twitter account are active
41% of consumers who have followed a company have stopped following them later
Twitter users are less likely to unfollow a brand compared to Facebook or email users (41% for Twitter, 55% for Facebook, and 91% for email)

The question is, why have you unsubscribed to a Brand?

Exact Target – Pathway Communications

The Social Breakup: Why Consumers Unsubscribe