Adapting to Consumers' New Definition of Spam [Webinar]

The State of Email

#LitmusLive @LitmusApp @Fluent_HQ

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

Kayla LewkowiczMarketing Coordinator at Litmus@kllewkow

Chad WhiteResearch Director at Litmus@chadswhite

Jordan CohenChief Marketing Officer at Fluent@jcohen808

Consumers’ Broadening

Definition of Spam

How Consumers Interact with the Spam Folder

The Blurring of the Motivations for Complaints and Unsubscribes

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

Consumers’ Mobile Inbox Triaging Behavior

How Millennials’ Unsubscribe and

Complaint Behavior Differs

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…

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%

Picks for the Best Ways to Reduce Spam Complaints and Unsubscribes

Jordan’s picks:1. It all starts at the moment of

opt-in.

Jordan’s picks:2. Low-hanging fruit: Mobile-

optimize your emails.

Jordan’s picks:3. Don’t send emails that

suck… and don’t be a brand that sucks.

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.

Chad’s picks:2. Update your post-

unsubscribe survey to include more omnichannel reasons. Use the responses to argue for improvements.

Questions?

Submit questions via the Q&A Panel

Get the ebook at: litmus.com/lp/spam-complaints

Thank You!

Adapting to Consumers' New Definition of Spam [Webinar]

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