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

2. introduction When It’s Over...
Each time a consumer signs up 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 receive your email, “Likes” to end the relationship. What caused them to lose interest? (Multiple answers were
you on Facebook or Follows you allowed.) Responses for email and Facebook were remarkably similar, while Twitter
users tend to have different reasons for calling it quits.
on Twitter, it signals the start of a
(potentially) beautiful relationship. “You’re coming on too strong.”
The consumer is interested in 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%
your brand! They want to get have “Unliked” a brand on Facebook because they felt bombarded with messages. Likely
better acquainted! However, that 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.
initial attraction is accompanied
by certain expectations. “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
As a marketer, it’s YOUR job to be irrelevant. In today’s data-driven world, consumers in the UK rightly expect
to understand and meet those 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
expectations or risk finding delivering on their promises.
yourself on the receiving end 1
Methodology information is available at
http://www.exacttarget.com/subscribers-fans-followers/research-methodology.aspx.
of a “social break-up” (i.e., an
unsubscribe, “Unlike”
or “Unfollow”).
2 © 2012 ExactTarget | www.ExactTarget.com/sff

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

4. 46% have unsubscribed from email because they felt
bombarded with messages.
reasons people disengage with
companies through email
I felt bombarded with messages. 46%
I found the messages to be irrelevant. 45%
I became disinterested over time. 35%
I only signed up to take advantage of a single offer. 35%
21% I prefer to seek out information instead
of having companies push it to me.
10% Presentation of the information
was chaotic or confusing.
My circumstances changed (i.e.,
9% moved, married, changed job, etc.).
I prefer to receive/find the
6% information another way.
3% The company didn’t
send enough email.
4 © 2012 ExactTarget | www.ExactTarget.com/sff

5. 42% have “Unliked” a brand on Facebook because
MAYBE WE CAN STILL BE FRIENDS?
they felt bombarded with messages.
reasons people disengage with
companies through facebook
I felt bombarded with messages. 42%
I became disinterested over time. 39%
I only signed up to take advantage of a single offer. 39%
I found the messages to be irrelevant. 36%
14% I prefer to seek out information instead
of having companies push it to me.
12% 24%
I prefer to receive/find the
information another way.
11% Presentation of the information
was chaotic or confusing.
My circumstances changed (i.e.,
11% moved, married, changed job, etc.).
6% The company didn’t
post enough.
© 2012 ExactTarget | www.ExactTarget.com/sff 5

6. Interestingly, consumers in the UK tend to be fairly
selective about the brands they follow on Twitter,
if they follow them at all!
reasons people disengage with
companies through twitter
My circumstances changed (i.e.,
moved, married, changed job, etc.). 29%
I became disinterested over time. 26%
I felt bombarded with messages. 23%
I found the messages
to be irrelevant. 19%
I only signed up to take
advantage of a single offer. 19%
I prefer to seek out information instead
10% of having companies push it to me.
Presentation of the information
10% was chaotic or confusing.
10% I prefer to receive/find the
information another way.
7% The company didn’t
tweet enough.
6 © 2012 ExactTarget | www.ExactTarget.com/sff

7. Conclusion
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:
• Honour permissions and show restraint when it comes to
frequency
• Make sure your content is to the individual’s interests
• Set clear expectations and then follow through on what
you’ve promised
• Keep your content fresh and interesting
• Recognise that not every relationship lasts forever
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!
© 2012 ExactTarget | www.ExactTarget.com/sff 7

8. BUILD A FACEBOOK PAGE
YOUR FANS WILL LOVE!
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 with
ExactTarget SocialPages.
Want to see ExactTarget SocialPages in action?
Check out the ExactTarget Facebook profile at
www.Facebook.com/ExactTarget
www.ExactTarget.com
This document may not be copied without the prior written consent of ExactTarget. © 2012 ExactTarget.