Why Consumers Leave Brands on Social Networks

E-mail Marketing
While e-mail marketing has become perhaps the most common marketing tool of major brands, ExactTarget reports, “77% of online consumers say they’ve become more cautious about giving companies their e-mail address over the last year.”While caution should

The biggest reasons that people tag unwanted e-mail as spam or leave the database:
- The recipient does not recall giving the company permission to send them an e-mail.
- After trying to unsubscribe, they continue to get e-mail.
- They deemed the content of the e-mail as poor and want to “punish the sender” by unsubscribing.
Nearly one out of five subscribers of e-mail continually hit delete or ignore e-mail from companies they dislike—rather than h itting the unsubscribe or spam button. That’s why it’s important to watch the open-rate of e-mails. When your open rate declines, you should be concerned that you are missing the mark on delivering value to your subscribers.
Facebook Marketing
“Liking” your brand on Facebook is a bold statement for your audience to make. Less than 60% of Facebook users have “liked” at least one company on Facebook. If they like you enough to tell their friends by publicly complimenting you with a like button, that’s HUGE! Handle the relationship with care. Here are the biggest turnoffs to users who have liked a brand on Facebook in the past.
There is still is a dim silver lining around a user’s move to “unlike” a company on Facebook. That is that ExactTarget’s study points out that 63% of consumers say they are as likely or more likely to purchase something from a company after ending their Facebook relationship. Another 18% said they only “unlike” a company if they never bought anything in the first place.

Most Importantly
Some key takeaways from this database marketing study include:- Engage with your audience in a fun and interesting way, regardless of the platform.
- Be cautious about appearing to be too self-promoting or self-focused.
- Know your audience. Know what matters to them.
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