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octaneresearch.in Copyright © 2015 Octane Marketing Pvt. Ltd. All Rights Reserved. India Consumer Why do they Unsubscribe?
octaneresearch.in
Copyright © 2015 Octane Marketing Pvt. Ltd. All Rights Reserved.
India ConsumerWhy do they Unsubscribe?
Contents
Introduction: Why do Consumers Unsubscribe?
Top Research Highlights
Top 5 Reasons Consumers Unsubscribe
Unsubscribe Analysis of Top 8 Industry Sectors
Top 6 Recommendations
03
04
05
09
14
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2Copyright © 2015 Octane Marketing Pvt. Ltd. All Rights Reserved.
Let’s be truthful, no company enjoys the fact when consumers unsubscribe from their email lists. After visiting your website, making a purchase and stumbling across your company's blog, a consumer has signed up to receive email from you. For a marketer, this is the most delicate and difficult relationship to maintain, with all the work put into mounting lists and the time spend in designing, creating and sending emails - it’s never enjoyable when a consumer decides to say BYE from your list.
Email being one of the best consumer touch point, it’s important to reach them in the best possible way. So when your consumers and prospects unsubscribe from your list, it’s clear that they are not interested in reading your content anymore and they even do not want to see it in their inbox. It's one thing if consumers aren't opening your emails, but if they're actively unsubscribing, you have some work to do.
Keeping this in mind, Octane researched and analyzed 25 Million+ emails from 250+ brands and 1000 different campaigns sent over the last 3 years (2012 - 2014).
01. Introduction
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List of analyzed sectors:
Travel & Hospitality
BFSI
E-Commerce
Education
IT & ITES
Real Estate & Infrastructure
Retail
Telecom
Here are 5 top reasons as reported by 25 Million India subscribers:
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1. 46% of subscribers say that the emails they receive are not relevant to them, 24% report that they no longer want to receive these emails with 15% saying that they don’t even remember signing up.
2. In Retail Sector, 49% of subscribers said their emails are not relevant to them which is the highest across all sectors, on the contrary just 3% said their mails are spam and should be reported which is the least across all sectors.
3. 15% of subscribers in Telecom, IT and Education sectors say they do not remember signing up for the email updates.
4. In BFSI sector, 33% subscribers said they ‘no longer want to receive the email updates’ which is the highest including all sectors.
5. Over the years, ‘emails being not relevant’ is the top reason for consumers unsubscribing followed by ‘do not remember signing up’.
So let’s see more of this data in detail!
02. Top Research Highlights
03. Top 5 Reasons Consumers Unsubscribe
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How unsubscribes are reported across Industry Domains: Why do consumers unsubscribe?
All up:
46%
24%
7%
8%
Your emails are not relevant to me
I no longer want to receive these emails
I do not remember signing up for this
Your emails are too frequent
The emails are spam and should be reported
15%
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E-Commerce Sector:
46%
25%
6%
9%
Your emails are not relevant to me
I no longer want to receive these emails
I do not remember signing up for this
Your emails are too frequent
The emails are spam and should be reported
14%
BFSI Sector:
42%
34%
4%6%
Your emails are not relevant to me
I no longer want to receive these emails
I do not remember signing up for this
Your emails are too frequent
The emails are spam and should be reported
14%
Travel & Hospitality Sector:
45%
25%
7%
9%
Your emails are not relevant to me
I no longer want to receive these emails
I do not remember signing up for this
Your emails are too frequent
The emails are spam and should be reported
14%
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Real Estate & Infrastructure Sector:
48%
24%
6%
8%
Your emails are not relevant to me
I no longer want to receive these emails
I do not remember signing up for this
Your emails are too frequent
The emails are spam and should be reported
14%
IT & ITES Sector:
48%
23%
7%
7%
Your emails are not relevant to me
I no longer want to receive these emails
I do not remember signing up for this
Your emails are too frequent
The emails are spam and should be reported
15%
Education Sector:
39%
31%
5%
10%
Your emails are not relevant to me
I no longer want to receive these emails
I do not remember signing up for this
Your emails are too frequent
The emails are spam and should be reported
15%
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Telecom Sector:
48%
23%
6%
8%
Your emails are not relevant to me
I no longer want to receive these emails
I do not remember signing up for this
Your emails are too frequent
The emails are spam and should be reported
15%
Retail Sector:
51%
25%
4%
9%
Your emails are not relevant to me
I no longer want to receive these emails
I do not remember signing up for this
Your emails are too frequent
The emails are spam and should be reported
11%
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04. Unsubscribe Analysis of Top 8 Industry Sectors
All up Unsubscribe Trends 2012-14:
The emails arespam and should
be reported
Your emailsare not
relevant to me
I no longer wantto receive
these emails
I do not remembersigning up for this
Your emails aretoo frequent
Why the India Consumers Unsubscribe from Email Lists: 2012-14 Trends:
2012 2013 2014
Highlight:
Frequency of emails was no longer a problem of unsubscription in 2014
Travel & Hospitality Unsubscribe Trends 2012-14:
The emails arespam and should
be reported
Your emailsare not
relevant to me
I no longer wantto receive
these emails
I do not remembersigning up for this
Your emails aretoo frequent
2012 2013 2014
Highlight:
Spamming saw a tremendous increase & became the major reason for unsubscription
unsubscription in this sector
BFSI Unsubscribe Trends 2012-14:
The emails arespam and should
be reported
Your emailsare not
relevant to me
I no longer wantto receive
these emails
I do not remembersigning up for this
Your emails aretoo frequent
2012 2013 2014
Highlight:
This sector held the consistency across all reasons, though frequency was no longer a major reason for unsubscription in 2014
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E-Commerce Unsubscribe Trends 2012-14:
The emails arespam and should
be reported
Your emailsare not
relevant to me
I no longer wantto receive
these emails
I do not remembersigning up for this
Your emails aretoo frequent
2012 2013 2014
Highlight:
For the year 2014, in this sector people ‘no longer wanted to receive emails’
The ‘frequency of emails’ in 2014 also became the reason of unsubscription
Education Unsubscribe Trends 2012-14:
The emails arespam and should
be reported
Your emailsare not
relevant to me
I no longer wantto receive
these emails
I do not remembersigning up for this
Your emails aretoo frequent
2012 2013 2014
Highlight:
Relevancy’ & ‘no longer wanted to receive emails’ became the major reason of unsubscription
In 2013, large number of emails were reported spam
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IT & ITES Unsubscribe Trends 2012-14:
The emails arespam and should
be reported
Your emailsare not
relevant to me
I no longer wantto receive
these emails
I do not remembersigning up for this
Your emails aretoo frequent
2012 2013 2014
Highlight:
Spamming became the top reason of unsubscription in 2014
Real Estate & Infrastructure Unsubscribe Trends 2012-14:
The emails arespam and should
be reported
Your emailsare not
relevant to me
I no longer wantto receive
these emails
I do not remembersigning up for this
Your emails aretoo frequent
2012 2013 2014
Highlight:
Frequency of emails’ also saw a increase
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Telecom Unsubscribe Trends 2012-14:
The emails arespam and should
be reported
Your emailsare not
relevant to me
I no longer wantto receive
these emails
I do not remembersigning up for this
Your emails aretoo frequent
2012 2013 2014
Retail Unsubscribe Trends 2012-14:
2012 2013 2014
The emails arespam and should
be reported
Your emailsare not
relevant to me
I no longer wantto receive
these emails
I do not remembersigning up for this
Your emails aretoo frequent
Highlight:
In 2013, the top reason for unsubscription was marking spam
Frequency’ was also one of the top reason for the unsubscription in 2014
Highlight:
Reporting spam was a constant reason for the unsubscription
reasons
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1. A welcome program that’s not just automated but provides a warm onboarding experience with multiple touch points.
2. Deploying ‘Preference Centre’, ‘Survey’ emails every 3 months or so.
3. Personalized and segmented email updates and not one size fits all.
4. Give users the choice to increase or decrease the frequency of communications.
5. Reinforcing how can consumers sign-up with you.
6. Get to know more about the subscription through progressive profiling. This not only builds interactivity but helps in improving overall engagement through segmentation.
05. Top 6 Recommendations
6 recommendations to help reduce unsubscribes and increase engagement:
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About Octane Research
Octane Research has established itself as the definitive research authority in India on how marketers and consumers are engaging through digital channels like Social Media, Email Marketing, Search,Mobile, SMS and the Web. By analyzing data from hundreds of sources and running into billions of touch points every year (in India alone), Octane Research provides rich insights and the perfect context for India Marketers to move towards smart strategic planning, tactical decision-making and increasing business effectiveness for their digital campaigns.
To have a look at the entire range of work undertaken by Octane Research, please visit octaneresearch.in.
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Octane.in is India’s first multi-channel platform for integrated Digital 1:1 marketing campaigns on Email & SMS. For more information about our organization, please visit octane.in.
Octane Marketing Pvt. Ltd. is a company registered in India under the Companies Act, 1956. Company Registration No.: "U51101DL2007PTC158669" © 2015 Octane Marketing Pvt. Ltd. All Rights Reserved.
Report Designed by Ankita Popli.
This publication contains information in a summary form and is therefore intended for general guidance only. It is not intended to be a substitute of professional judgement. Neither Octane Marketing Pvt. Ltd. or any member of this organization can accept any responsibility for loss caused to any person acting or refraining from action as a result of any material in this publication.
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Report Published: February 2015Report Reference No: Unsubscribe2015
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