Receiving too Many Emails is the Number One Reason for Unsubscribing from Email Newsletters, According to New GetApp Research

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New research results show the top reasons people unsubscribe from email newsletters with ‘too many emails’ and ‘suspected spam’ coming out on top.

Pie chart showing the most common reasons users choose to unsubscribe from email newsletters

Most common reasons users unsubscribe from email newsletters

...when it comes to email marketing, less is definitely more.

GetApp, the largest cloud-based business app marketplace, has released research results identifying the top reasons that lead users decide to unsubscribe from email newsletters. Receiving ‘too many emails’ came out as the number one reason for unsubscribing by almost 50% of respondents, while quantity of content offered was the least likely reason to unsubscribe.

The research, based on responses from over 500 people between the ages of 25 and 44 in the US, was conducted as part of GetApp’s independent research program, GetData. The program aims to fully understand the true impact of SaaS (Software as a Service) and cloud-based solutions on small- and medium-sized businesses, while also understanding how SaaS customers interact with their products and services.

While ‘too many emails’ was clearly the number one reason for unsubscribing from email newsletters, ‘suspected spam’ came in as the second most common reason, followed closely by ‘irrelevant content.’ According to the research results, emails not being tailored to the user’s preferences, and too much or too little content being sent, were the least likely reasons someone might unsubscribe from a newsletter.

Christophe Primault, co-founder and CEO of GetApp, says, “We all have our own reasons for unsubscribing from email newsletters, but what this research clearly shows is that when it comes to email marketing, less is definitely more. We should give our subscribers control of their newsletters and allow them to choose how often they receive our news and updates. These days, email marketing apps offer a wealth of features that help us give our subscribers more control over the newsletters they receive. These are features that all businesses should be using to their advantage.”

Full survey details:

Answers to the question “What’s the most common reason you unsubscribe to an email newsletter?”

#1: Too many emails (46.4%)
#2: Looks like spam (17.2%)
#3: Irrelevant content (15.8%)
#4: I didn’t know I was subscribing (9.1%)
#5: Not tailored to my preferences (7.2%)
#6: Too much or too little content (4.3%)

Demographics: Over 500 US-based respondents from a panel of Internet users, between the ages of 25 and 44 with an average inferred annual income of between $25k-$100k.

More about GetApp: GetApp is an online marketplace for cloud-based business apps, specializing in helping small and medium-sized businesses find, research, and get in touch with business app providers from over 100 software categories. GetApp's Europe office is based in Barcelona, Spain, and the U.S. office is in San Francisco, CA.

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