Email Spam, Anti-Spam Laws, Unsubscribes and Email ISP Relations

Email Marketing Best Practices, Strategies & Tactics

• The number one reason that consumers opted out of email lists was that the emails received were not pertinent to them (58%). The second most popular reason was that the sender sent too many emails (44%). Less than a third of those surveyed opted out over too many emails in general, because their situation changed or they are using less email in favor of other modes of communication like texting or social media.
  – MarketingSherpa. “Email Maketing Benchmark Guide.” 2008. www.marketingsherpa.com.
   
• Consumers who opt out of email may be interested in communicating through other channels. However, 90% of marketers don’t follow up with opt-outs to determine what that might be.
  – EROI. 2008. www.eroi.com/online-marketing-resource- center/resource-center/ 
  
  
• Only 66% of retailers use their opt-out processes to engage subscribers in order to address the issue causing them to want to opt out.
   
• Only 9% of major online retailers employ a one-click unsubscribe process.
   
• 86% of retailers honored opt-outs within three days.
   
• 3% of retailers had their opt-out processes fail.
   
• 73% of retailers sent no more emails after receiving an opt-out request.
   
• 16% of retailers give those trying to opt out an opportunity to reduce the frequency at which they receive emails.
   
• 17% of retailers solicited feedback from those that had opted out.
   
• 4% of retailers were in violation of the CAN-SPAM Act of 2003 by either failing to honor opt-outs or taking longer than ten business days to do so.
  
  – Source: Email Experience Council/RetailEmail.Blogspot. “Retail Email Unsubscribe Benchmark Study.” 2008. www.emailexperience.org.

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