Facebook Engagement Resembles Email

The study of 1,481 U.S. consumers 18 and older found parallels between why consumers like Facebook pages and opt-in to email lists, including a tendency to interact more with local businesses than with national companies.

Here are 10 key findings from the study:

• Producing content that’s irrelevant or that over-communicates drives consumers to unlike and unsubscribe.
• Despite the widespread use of mobile devices, 84 percent of consumers primarily access email from their computers.
• The organization it is from and the subject line are the top reasons why consumers open emails from a business or nonprofit.
• Lack of interest and over-sending are the top two reasons why consumers do not open emails from a business or nonprofit.
• The top reason why consumers subscribe to a business’ email list are to receive discounts and special offers.
• Consumers primarily like Facebook pages for discounts and promotions.
• Consumers decide to opt-in to email and Facebook for similar reasons.
• Over-emailing and irrelevant content are the top reasons why consumers unsubscribe from email lists.
• One-quarter of consumers prefer to opt-in to local businesses over national businesses via email and Facebook.