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Consumers say providing an option to receive emails less frequently is the most effective thing marketers can do to stop unsubscribes, according to recent research from Mapp.

The report was based on data from a survey conducted in August 2016 of 1,765 consumers age 18-64 in the United States.

Some 40% of respondents say that even if they had decided to unsubscribe from an email list, but a brand offered to send fewer messages instead, they might be dissuaded from leaving.

Some 35%, however, say nothing could prevent them from unsubscribing, and 20% say more personalized/relevant content might stop them from unsubscribing.

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image of Ayaz Nanji

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji