Adapting to Consumers' New Definition of Spam [Webinar]

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Discover the key drivers of spam complaints and unsubscribes and how to reduce them. Join Chad White, Research Director of Litmus, and Jordan Cohen, Chief Marketing Officer of Fluent, as they discuss consumers' new definition of spam, what causes unsubscribes and spam complaints, and how consumers are interacting with spam folders today.

The State of Email
#LitmusLive @LitmusApp @Fluent_HQ

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

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

Kayla Lewkowicz
Marketing Coordinator at Litmus
@kllewkow
Chad White
Research Director at Litmus
@chadswhite
Jordan Cohen
Chief Marketing Officer at Fluent
@jcohen808
#LitmusLive @LitmusApp @Fluent_HQ

Consumers’ Broadening
Definition of Spam
#LitmusLive @LitmusApp @Fluent_HQ

How Consumers Interact
with the Spam Folder
#LitmusLive @LitmusApp @Fluent_HQ

The Blurring of the
Motivations for
Complaints and
Unsubscribes
#LitmusLive @LitmusApp @Fluent_HQ

Consumers’ Mobile
Inbox Triaging Behavior
#LitmusLive @LitmusApp @Fluent_HQ

How Millennials’
Unsubscribe and
Complaint Behavior
Differs
#LitmusLive @LitmusApp @Fluent_HQ

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

Picks for the Best Ways
to Reduce Spam
Complaints and
Unsubscribes
#LitmusLive @LitmusApp @Fluent_HQ

Jordan’s picks:
1. It all starts at the moment of
opt-in.
#LitmusLive @LitmusApp @Fluent_HQ

Jordan’s picks:
2. Low-hanging fruit: Mobile-
optimize your emails.
#LitmusLive @LitmusApp @Fluent_HQ

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

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

Questions?
#LitmusLive @LitmusApp @Fluent_HQ
Submit questions via the Q&A Panel
Get the ebook at:
litmus.com/lp/spam-complaints

Thank You!
#LitmusLive @LitmusApp @Fluent_HQ

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1. The State of Email #LitmusLive @LitmusApp @Fluent_HQ

3. 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

4. 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

5. Kayla Lewkowicz Marketing Coordinator at Litmus @kllewkow Chad White Research Director at Litmus @chadswhite Jordan Cohen Chief Marketing Officer at Fluent @jcohen808 #LitmusLive @LitmusApp @Fluent_HQ

6. Consumers’ Broadening Definition of Spam #LitmusLive @LitmusApp @Fluent_HQ

7. #LitmusLive @LitmusApp @Fluent_HQ

8. #LitmusLive @LitmusApp @Fluent_HQ

9. How Consumers Interact with the Spam Folder #LitmusLive @LitmusApp @Fluent_HQ

10. #LitmusLive @LitmusApp @Fluent_HQ

11. #LitmusLive @LitmusApp @Fluent_HQ

12. #LitmusLive @LitmusApp @Fluent_HQ

13. The Blurring of the Motivations for Complaints and Unsubscribes #LitmusLive @LitmusApp @Fluent_HQ

14. Unsubscribe Mark as Spam Brand 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

15. Consumers’ Mobile Inbox Triaging Behavior #LitmusLive @LitmusApp @Fluent_HQ

16. #LitmusLive @LitmusApp @Fluent_HQ

17. #LitmusLive @LitmusApp @Fluent_HQ

18. How Millennials’ Unsubscribe and Complaint Behavior Differs #LitmusLive @LitmusApp @Fluent_HQ

19. 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

20. 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

21. Picks for the Best Ways to Reduce Spam Complaints and Unsubscribes #LitmusLive @LitmusApp @Fluent_HQ

22. Jordan’s picks: 1. It all starts at the moment of opt-in. #LitmusLive @LitmusApp @Fluent_HQ

23. Jordan’s picks: 2. Low-hanging fruit: Mobile- optimize your emails. #LitmusLive @LitmusApp @Fluent_HQ

24. Jordan’s picks: 3. Don’t send emails that suck… and don’t be a brand that sucks. #LitmusLive @LitmusApp @Fluent_HQ

25. 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

26. 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

27. #LitmusLive @LitmusApp @Fluent_HQ

28. Questions? #LitmusLive @LitmusApp @Fluent_HQ Submit questions via the Q&A Panel Get the ebook at: litmus.com/lp/spam-complaints

29. Thank You! #LitmusLive @LitmusApp @Fluent_HQ

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