When MarketingSherpa asked US adult internet users why they unsubscribe from email lists, one in four said they did so because they receive too many emails—the most common reason among respondents in the October 2016 survey.
Users were also likely to unsubscribe if a specific company sent too many emails. About one in five internet users said too many would spur them to quit.
For marketers wondering how often is “too often,” an August 2016 survey from Mapp Digital found that 40% of US internet users said receiving marketing emails once a week was preferable. This was more than twice the number of respondents who felt receiving emails monthly was about right—the second most popular choice.
The content of the emails is also a factor in a user’s decision to unsubscribe. About one in five respondents told MarketingSherpa they’d unsubscribe if an email was irrelevant to them, if it’s constantly pushing a sales message or if the content of the email is boring or repetitive.