What’s driving unsubscribes? Key insights for Egyptian marketers

Marketers in Egypt face a growing challenge: keeping audiences engaged without overwhelming them. A recent study by Optimove, reported by MarketingProfs, sheds light on why consumers unsubscribe from brand communications—and the findings are crucial for marketers looking to refine their strategies.

Why Do Customers Unsubscribe?

The research highlights two major reasons why consumers opt out of marketing messages:

• Too Much Repetition: 54% of consumers unsubscribe when they receive repeated ads for the same product. This suggests that aggressive remarketing can backfire, leading to frustration rather than conversions.
• Lack of Personalization: 20% of respondents said they disengage from brand emails because the content feels generic and impersonal. Today’s consumers expect tailored messaging that aligns with their interests and preferences.

Email: A Double-Edged Sword

Despite these issues, email remains the most preferred marketing channel, with 59% of respondents favoring it over other forms of communication. However, there’s a catch—37% of consumers find frequent marketing emails annoying.

Similarly, SMS marketing has its own challenges. About 25% of respondents say they are irritated by too many promotional text messages, indicating that brands must be strategic with their SMS campaigns.

What This Means for Egyptian Marketers

To maintain engagement and minimize unsubscribes, marketers need to strike a balance between frequency, relevance, and personalization. Here’s what brands should focus on:

• Avoid Excessive Repetition: Instead of bombarding customers with the same offer, diversify content and focus on storytelling, education, and value-driven messaging.
• Personalize at Scale: Use data-driven insights to tailor content based on user behavior, preferences, and past interactions. Dynamic email campaigns that adapt to individual customer journeys can significantly improve engagement.
• Optimize Email Frequency: Too many emails can drive customers away, but too few can lead to disengagement. Testing different send frequencies and monitoring unsubscribe rates can help find the right balance.
• Enhance SMS Strategy: SMS marketing should be reserved for urgent or high-value messages rather than routine promotions. Customers respond better to texts that are timely, exclusive, and relevant.

Final Takeaway

For Egyptian marketers, the key takeaway is clear: Quality over quantity. Customers still prefer email, but they demand content that is engaging, relevant, and well-timed. By refining content strategies and leveraging personalization, brands can maintain strong connections with their audience while reducing unsubscribes.

A version of this article was published in Marketing Boerse.