Retailers have to be careful not to flood consumers
with messages as the holidays approach.
Email is the preferred channel for many shoppers. But 23% want fewer messages and 67% expect to suffer marketing fatigue
by November.
Worse, that will turn to burnout by December for 55%. And even without that, 81% expect to tire of holiday messages by December.
Here’s the danger: 87% of
consumers unsubscribe from brands that send excessive texts and emails. And 41% will dump four or more firms that bombard them.
But 56% of shoppers want to know about promotions want to
know about special treatment and early access to sales offers at least a month before the holiday season, and 26% want them two months in advance.
Despite the burnout
factor, some consumers want more messages:
- I would like to get many more — 43%
- I would like to get a few more —
19%
- I would like to get fewer — 23%
- I get just the right amount — 15%
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Email is by far the most popular method for receiving holiday promotions:
- Email — 59%
- Text message — 16%
- Phone
call — 9%
- Social media — 8%
- Mobile app notifications — 3%
- Regular postal mail —
3%
- Direct mail — 1%
- Other —1%
What makes consumers open emails? They identify the leading causes
as:
- Personalized to me beyond just my name — 36%
- Relevancy: an offer of a product I am interested in at the time —
32%
- Identity of the brand — 14%
- Special offers or discounts — 13%
- Catchy subject line — 3%
- Absolutely nothing — 2%
Meanwhile, 50% of consumers have more confidence in the economy
this year, up from 26% in 2023. Another 33% have the same level as last year, and 17% have less.
As for spending, 61% are budgeting more this year, versus 35% in 2023. Only 13% will spend
less.
What leads consumers to try new brands at the expense of prior ones? They cite:
- Quality — 45%
- Price —
37%
- Product variety — 10%
- Recommendations — 7%
- Relevant advertisements —
1%
Optimove surveyed 280 U.S. consumers with household incomes of $75,000+ in July 2024.