• by Ray Schultz , Columnist, April 19, 2024

Consumers like getting messages from brands. But there are two provisos: 

1. They must be relevant. 
2. Don’t send too many. 

Those are among the findings of the 2024 Optimove Report on Marketing Fatigue, Customer Perspectives. 

Of the shoppers polled, 81% will unsubscribe from brands that inundate them. And 54% have subscribed from at least three brands in the last 90 days.

What’s more, 55% want fewer messages from brands they subscribe to. And 50% want fewer communications in general, although 34% say they would actually like to receive more.  

Meanwhile, 60% want to receive marketing deals and reminder emails and texts from brands to which they are loyal so they can purchase from them again. Indeed, 59% visit such brands at least once a week, and 22% do so every day. 

Yet 45% of shoppers in the survey say they receive too many offers, so relevancy is key. And 27% ignore most offers from retailers. 

But 18% don’t mind getting an irrelevant offer if it will expand their shopping options. However, only 10% say they will unsubscribe from brands that send them irrelevant offers.

What are the most irritating channels? 

• Email — 35%
• Text — 26%
• Mobile/web push notification — 14% 
• Mobile/web ad — 14%
• Social media ads (Facebook, Twitter, etc.) — 9%
• None — 2%

Optimove surveyed 305 U.S. consumers in January 2024.