• by Ray Schultz , Columnist, December 6, 2024

Email remains the most popular channel with consumers, but it is easy to annoy them with excessive volume and lack of personalization, judging by The 2025 Optimove Consumer Marketing Fatigue Report. 

Of the shoppers polled, 59% prefer email as their primary channel for messages, compared to 18% who prefer social media. Moreover, 48% notice email over other channels.  

But there is a risk of overuse: 37% find email the most annoying channel when they are being barraged with messages, while 57% have switched to competitors when this happens.  

Moreover, 70% have unsubscribed from at least three brands in the last three months due to email overload, and 36% have quit six or more brands.  

What drives email response?

One factor is personalization. Seventy-five percent of consumers say it’s important — up from 54% last year — while 81% are more likely to open an email focused on their interests than one that merely includes their first name.  

Also, 60% complain of receiving poorly timed emails, which hurts engagement.

Consumers also desire control — 90% want to be able to customize the frequency and type of messages.  

Discounts are also essential — 84% of loyal customers are likely to repurchase after receiving reminders or deals, versus 60% last year.  

Optimove surveyed 329 U.S. consumers with a household income of $75,000 or more in November and December 2024.