Why do businesses unsubscribe from email marketing lists?

  

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According to a recent report by ExactTarget, more than 90% of people unsubscribe from an email list because of too frequent, irrelevant or boring communications. Are you making this mistake with your B2B email marketing lists?

The study surveyed over 1,500 people, to explore top motivations for unsubscribing from brand communications via e-mail as well as through other social channels. It found that over 90% of respondents were unsubscribing because "emails came too frequently," "the content became repetitive or boring over time," or "I receive too many emails and needed to get off of some companies' lists."

Why is this important?

95% of U.S. online consumers use email and 93% of U.S. online consumers subscribe to at least one opt-in email per day. For your business clients, the same thinking applies. These email list findings are essential for marketers who want to stay in good standing with their clients, consumers or businesses and maintain the size and quality of an email list. The findings also provide important insight behind the motivations of unsubscribers.

How can I use these findings to improve my email marketing to businesses?

• Send less frequent emails

The more emails you send out, the more likely your marketing communications are to motivate a client to hit that unsubscribe button. Keep your email blasts to a minimum. This is even more critical on the B2B side. Work email tends to be more frequent and irrelevant content is less tolerated.

• Send more engaging emails

Make your emails engaging and entertaining and they won't be viewed as spam!

• Vary the content and messaging strategy of your emails

Don't send the same email over and over again, switch it up a bit to keep your audience engaged.

• Only buy lists that are relevant to your target audience

Go to a list broker who will work with you to provide you with the best list possible. Messages that contain relevant information to the client are less likely to get deleted, ignored or trigger an opt-out.

Take a look at the images below from Mashable  for more details:

How are your clients responding to your emails? Do you see a huge unsubscribe rate with your B2B lists? Let us know in the comments.