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adapting to consumers' new definition of spam [webinar]

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The State of Email #LitmusLive @LitmusApp @Fluent_HQ

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Page 1: Adapting to Consumers' New Definition of Spam [Webinar]

The State of Email

#LitmusLive @LitmusApp @Fluent_HQ

Page 2: Adapting to Consumers' New Definition of Spam [Webinar]
Page 3: Adapting to Consumers' New Definition of Spam [Webinar]

Litmus and Fluent surveyed more than 1,300 American adults about: • Why they report brands’ emails

as spam and unsubscribe, and • How they interact with their

spam folder.#LitmusLive @LitmusApp @Fluent_HQ

Page 4: Adapting to Consumers' New Definition of Spam [Webinar]

Over the next 45 minutes, we’ll share and discuss findings from the ebook, which you can get at:litmus.com/lp/spam-complaints

#LitmusLive @LitmusApp @Fluent_HQ

Page 5: Adapting to Consumers' New Definition of Spam [Webinar]

Kayla LewkowiczMarketing Coordinator at Litmus@kllewkow

Chad WhiteResearch Director at Litmus@chadswhite

Jordan CohenChief Marketing Officer at Fluent@jcohen808

#LitmusLive @LitmusApp @Fluent_HQ

Page 6: Adapting to Consumers' New Definition of Spam [Webinar]

Consumers’ Broadening

Definition of Spam

#LitmusLive @LitmusApp @Fluent_HQ

Page 7: Adapting to Consumers' New Definition of Spam [Webinar]

#LitmusLive @LitmusApp @Fluent_HQ

Page 8: Adapting to Consumers' New Definition of Spam [Webinar]

#LitmusLive @LitmusApp @Fluent_HQ

Page 9: Adapting to Consumers' New Definition of Spam [Webinar]

How Consumers Interact with the Spam Folder

#LitmusLive @LitmusApp @Fluent_HQ

Page 10: Adapting to Consumers' New Definition of Spam [Webinar]

#LitmusLive @LitmusApp @Fluent_HQ

Page 11: Adapting to Consumers' New Definition of Spam [Webinar]

#LitmusLive @LitmusApp @Fluent_HQ

Page 12: Adapting to Consumers' New Definition of Spam [Webinar]

#LitmusLive @LitmusApp @Fluent_HQ

Page 13: Adapting to Consumers' New Definition of Spam [Webinar]

The Blurring of the Motivations for Complaints and Unsubscribes

#LitmusLive @LitmusApp @Fluent_HQ

Page 14: Adapting to Consumers' New Definition of Spam [Webinar]

Unsubscribe Mark as SpamBrand sent irrelevant or too many emails 67% 57%

No longer interested in brand 65% 53%Emails didn’t work well on mobile 51% 43%Had bad experience with the brand 41% 45%

Reasons Consumers Opt Out

#LitmusLive @LitmusApp @Fluent_HQ

Page 15: Adapting to Consumers' New Definition of Spam [Webinar]

Consumers’ Mobile Inbox Triaging Behavior

#LitmusLive @LitmusApp @Fluent_HQ

Page 16: Adapting to Consumers' New Definition of Spam [Webinar]

#LitmusLive @LitmusApp @Fluent_HQ

Page 17: Adapting to Consumers' New Definition of Spam [Webinar]

#LitmusLive @LitmusApp @Fluent_HQ

Page 18: Adapting to Consumers' New Definition of Spam [Webinar]

How Millennials’ Unsubscribe and

Complaint Behavior Differs

#LitmusLive @LitmusApp @Fluent_HQ

Page 19: Adapting to Consumers' New Definition of Spam [Webinar]

When it comes to unsubscribes and spam complaints, millennials are surprisingly similar to older generations. However, there were a few small differences in email behavior worth noting…

#LitmusLive @LitmusApp @Fluent_HQ

Page 20: Adapting to Consumers' New Definition of Spam [Webinar]

Millennials Gen X +Check their spam folder “very frequently” or “often” 55% 46%

Unsubscribed from a brand’s emails because they had a bad customer service experience with the brand

51% 39%

Save an email while on their smartphone to read later on another device “very frequently” or “often”

53% 44%

Find it difficult to unsubscribe 31% 41%

#LitmusLive @LitmusApp @Fluent_HQ

Page 21: Adapting to Consumers' New Definition of Spam [Webinar]

Picks for the Best Ways to Reduce Spam Complaints and Unsubscribes

#LitmusLive @LitmusApp @Fluent_HQ

Page 22: Adapting to Consumers' New Definition of Spam [Webinar]

Jordan’s picks:1. It all starts at the moment of

opt-in.

#LitmusLive @LitmusApp @Fluent_HQ

Page 23: Adapting to Consumers' New Definition of Spam [Webinar]

Jordan’s picks:2. Low-hanging fruit: Mobile-

optimize your emails.

#LitmusLive @LitmusApp @Fluent_HQ

Page 24: Adapting to Consumers' New Definition of Spam [Webinar]

Jordan’s picks:3. Don’t send emails that

suck… and don’t be a brand that sucks.

#LitmusLive @LitmusApp @Fluent_HQ

Page 25: Adapting to Consumers' New Definition of Spam [Webinar]

Chad’s picks:1. Make your unsubscribe links

easy to find and your opt-out process simple—no more than one click in the email and one on the landing page.

#LitmusLive @LitmusApp @Fluent_HQ

Page 26: Adapting to Consumers' New Definition of Spam [Webinar]

Chad’s picks:2. Update your post-

unsubscribe survey to include more omnichannel reasons. Use the responses to argue for improvements.

#LitmusLive @LitmusApp @Fluent_HQ

Page 27: Adapting to Consumers' New Definition of Spam [Webinar]

#LitmusLive @LitmusApp @Fluent_HQ

Page 28: Adapting to Consumers' New Definition of Spam [Webinar]

Questions?

#LitmusLive @LitmusApp @Fluent_HQ

Submit questions via the Q&A Panel

Get the ebook at: litmus.com/lp/spam-complaints

Page 29: Adapting to Consumers' New Definition of Spam [Webinar]

Thank You!

#LitmusLive @LitmusApp @Fluent_HQ


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