Adapting to Consumers’
New Definition of Spam

7 Ways Marketers Can Reduce Spam Complaints and Unsubscribes

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Consumer attitudes toward spam continue to shift dramatically, demanding equal shifts in email marketing strategies. A joint Litmus-Fluent consumer survey of more than 1,300 American adults found that consumers have further broadened their definition of spam to take into consideration that email experiences now span multiple channels. Our research also confirms that consumers are further blurring the line between unsubscribes and spam complaints. In their eyes, there’s now very little difference between these two actions.

In this ebook, 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 these findings to increase your email list growth and subscriber lifetime value by addressing the issues that directly lead to list churn.