Unsubscribe Surveys: How Valuable Are They Really?
Claire Freshney
Growth Agency Founder | Product Designer & Consultant | Helping Digital Health, Wellness & Lifestyle Brands Launch & Scale | [email protected]
Conventional wisdom says that you should have an unsubscribe survey in place for your mailing list. The logic makes sense; you want to find out why people are unsubscribing, so you can make improvements. But how useful are they really?
The research on unsubscribe surveys is thin on the ground
There’s plenty of information available on what questions to ask in an unsubscribe survey. There’s article upon article telling you how often to check the results, and why it’s important to have a survey. What there isn’t a lot of is research on how useful they actually are.
In theory, more information is always better. In practice though, it’s important to consider the source of your information. You might think somebody in the process of unsubscribing is the best person to ask for why they don’t want to receive your emails. But take a moment to put yourself in their shoes.