• The Drum, Friday, March 13, 2015 6:35 AM

Over half (57 per cent) of consumers are actively taking steps to avoid brands which bombard them with poorly targeted communications, according to research from the Aimia Insititute, owner of Sainsbury's Nectar loyalty programme. Three in four (74 per cent) of the 2,000 Britons surveyed said they receive too many emails from brands, and one fifth (19 per cent) say they can’t handle the current volume. To combat this, 69 per cent have unfollowed brands on social channels, closed accounts and cancelled subscriptions.

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