1© 2012 ExactTarget | www.ExactTarget.com/sff

2 © 2012 ExactTarget | www.ExactTarget.com/sff

We asked consumers in the UK1 to think of instances where they engaged with a company through email, Facebook or Twitter, but then later decided they wanted to end the relationship. What caused them to lose interest? (Multiple answers were allowed.) Responses for email and Facebook were remarkably similar, while Twitter users tend to have different reasons for calling it quits.

“You’re coming on too strong.” Over-communication is the top reason UK consumers disengage with brands on email and Facebook. 46% of respondents say they have unsubscribed from email and 42% have “Unliked” a brand on Facebook because they felt bombarded with messages. Likely due to its fast-paced nature, frequency tends to be far less of an issue for Twitter, as 23% have “Unfollowed” a brand on Twitter for this reason.

“We just never clicked.” Sometimes a relationship is doomed from the start. 45% have unsubscribed from email and 36% have “Unliked” a brand on Facebook because they found the messages to be irrelevant. In today’s data-driven world, consumers in the UK rightly expect that messages will be tailored to their individual interests. Marketers can also avoid relevancy-related break-ups by setting clear expectations at the time of opt-in and then delivering on their promises.

introductionEach time a consumer signs up to receive your email, “Likes” you on Facebook or Follows you on Twitter, it signals the start of a (potentially) beautiful relationship. The consumer is interested in your brand! They want to get better acquainted! However, that initial attraction is accompanied by certain expectations.

As a marketer, it’s YOUR job to understand and meet those expectations or risk finding yourself on the receiving end of a “social break-up” (i.e., an unsubscribe, “Unlike” or “Unfollow”).

When it’s over...

1Methodology information is available at http://www.exacttarget.com/subscribers-fans-followers/research-methodology.aspx.

3© 2012 ExactTarget | www.ExactTarget.com/sff

“The spark is gone.” Keeping the relationship fresh is a constant battle for marketers. 35% have unsubscribed from email, 39% have “Unliked” a brand on Facebook and 26% have “Unfollowed” a brand on Twitter because they became disinterested over time. While this may be a result of boring or repetitive content, it’s also true that people’s interests change over time. Maintain contact with your consumer base to ensure your content continues to interest them and keep things fresh by constantly evolving your programme.

“Let’s be honest, I was only interested in one thing.” Giveaways and promotions can help attract new Subscribers, Fans and Followers, but it’s important to recognise that these consumers may not be looking for a long-term relationship. 35% have unsubscribed from email and 39% have “Unliked” a brand on Facebook because they were only interested in a single offer. The key with this audience is to follow the initial offer with additional content that can help identify those who are likely to become loyal customers.

“It’s not you. It’s me.” People get married or change jobs, kids grow up, interests change... 29% say they have “Unfollowed” a brand on Twitter due to a change in personal circumstances. Interestingly, consumers in the UK tend to be fairly selective about the brands they follow on Twitter, if they follow them at all! Only 34% of active Twitter users in the UK say they have followed a brand on Twitter. Of those, only 33% say they have “broken up” with a brand on Twitter.

3%

10%

9%

6%

Presentation of the information was chaotic or confusing.

My circumstances changed (i.e., moved, married, changed job, etc.).

I prefer to receive/find the information another way.

The company didn’t send enough email.

4 © 2012 ExactTarget | www.ExactTarget.com/sff

46%I felt bombarded with messages.

45%

35%

35%

21%

I found the messages to be irrelevant.

I became disinterested over time.

I only signed up to take advantage of a single offer.

I prefer to seek out information instead of having companies push it to me.

reasons people disengage With companies through email

46% have unsubscribed from email because they felt bombarded with messages.

5© 2012 ExactTarget | www.ExactTarget.com/sff

42%

39%

39%

14%24%

11%

6%

maYBe We can still Be Friends?42% have “Unliked” a brand on Facebook because they felt bombarded with messages.

I felt bombarded with messages.

36%I found the messages to be irrelevant.

I became disinterested over time.

I only signed up to take advantage of a single offer.

I prefer to seek out information instead of having companies push it to me.

Presentation of the information was chaotic or confusing.

My circumstances changed (i.e., moved, married, changed job, etc.).

12% I prefer to receive/find the information another way.

The company didn’t post enough.

11%

reasons people disengage With companies through FaceBook

reasons people disengage With companies through tWitter

6 © 2012 ExactTarget | www.ExactTarget.com/sff

19%

26%

19%

10%

10%

7%

10%

23%I felt bombarded with messages.

I found the messages to be irrelevant.

I became disinterested over time.

I only signed up to take advantage of a single offer.

I prefer to seek out information instead of having companies push it to me.

Presentation of the information was chaotic or confusing.

29%My circumstances changed (i.e., moved, married, changed job, etc.).

I prefer to receive/find the information another way.

The company didn’t tweet enough.

Interestingly, consumers in the UK tend to be fairly selective about the brands they follow on Twitter, if they follow them at all!

© 2012 ExactTarget | www.ExactTarget.com/sff 777

One thing is certain: the consumer-brand relationship will continue to grow and develop in the years to come. As a marketer, it’s your job to make that relationship work!

Most relationships come to an end at some point, including consumer-brand relationships. For the most part, consumers’ reasons for ending these relationships share a common theme: the brand did not deliver on the consumer’s expectations, either right from the start or over time. In short, the brand somehow failed to convince the consumer that they really care.

How do you let consumers know your company cares? Keep these tips in mind as you manage your communications across email, Facebook and Twitter:

• Honourpermissionsandshowrestraintwhenitcomestofrequency

• Makesureyourcontentistotheindividual’sinterests

• Setclearexpectationsand then follow throughonwhatyou’ve promised

• Keepyourcontentfreshandinteresting

• Recognisethatnoteveryrelationshiplastsforever

conclusion

Wouldn’t it be great if your company’s Facebook page could have the same branded, creative look-and-feel as your website? With ExactTarget SocialPagesTM, it can!

ExactTarget SocialPages allows for a fully branded Facebook experience, using our Sites functionality to create “social landing pages.” Create custom tabs on your company’s Facebook page, host opt-in forms for your company newsletter or display corporate blog posts with real-time updates. You can even spice up your Facebook page with videos, graphics or other assets.

The possibilities are endless! If you can put it on a website using HTML, you can now put it on your Facebook page withExactTarget SocialPages.

This document may not be copied without the prior written consent of ExactTarget. © 2012 ExactTarget.

BUILD A FACEBOOK PAGE YOUR FANS WILL LOVE!

Want to see ExactTarget SocialPages in action? Check out the ExactTarget Facebook profile at www.Facebook.com/ExactTarget

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