There’s a simple reason why many consumers opt out of marketing emails: They never signed up for them in the first place, according to 7 Email Optimization Tips For Small Businesses, a study by The Manifest.
Of the consumers polled, 23% opt out when they haven’t subscribed. This means that almost a quarter of small businesses are emailing people who haven’t given their permission.
And this could be dangerous. “Sending marketing emails to individuals who have not ‘opted in’ through a past purchase or a specific form is not only poor customer service, it could also mean potential legal consequences for the business,” the study warns.