Report: Adapting to Consumers’ New Definition of Spam
Consumer attitudes toward spam continue to shift dramatically, which in turn demands that brands make an equal shift in their email marketing strategies. To understand consumers’ current definition of spam and why they end email relationships with brands, Litmus and Fluent surveyed more than 1,300 American adults, using Fluent’s ad serving technology.
Our research found that consumers unsubscribe and report emails as spam for the same reasons, and that those reasons now involve experiences that go well beyond the inbox.
To help you navigate these changes, we detail consumers’ spam folder behavior and share a 7-point plan for how marketers can avoid spam complaints and extend subscriber relationships:
- Improve your permissioning to ensure that your email consents are strong
- Send relevant emails at a good cadence
- Create mobile-friendly emails
- Create mobile-friendly landing page experiences
- Make opting out easy to avoid frustrating subscribers
- Don’t email subscribers who have just had poor customer experiences
- Maintain your subscribers’ interest
Use the findings and advice in this ebook to reduce list churn and in doing so increase your email list growth and subscriber lifetime value.