Commentary

Email Overkill: Consumers Opt Out When They Get Too Much

Optimove is out with this year’s marketing fatigue report. And there is little good news in it for email marketers, although there is some.

The good news is that 59% of consumers prefer email as a marketing medium versus 18% for social media. And 48% notice email more than other channels when shopping online.  

On the negative side, 70% have unsubscribed from at least three brands over the recent three-month period because of overload, and that 36% have opted out of six or more emails. Indeed, 36% find email the most annoying medium due to excessive messaging. 

Add it all up, and 89% unsubscribe because of repetitive offers.  

Timing is also critical — 60% have received poorly timed emails. And don’t count on loyalty — 47% try new brands each week. 

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What should brands do?

For one thing, they should personalize their email. Fully 81% of consumers say they are more likely to open an email tailored to their interests. And 75% believe personalization is essential, up from 54% last year. 

In addition, 78% would like to get fewer but more targeted messages. 

For another, as hard to believe as it may be to believe, they should use AI. Of the consumers polled, 59% trust brands that use AI in marketing, and 58% have purchased based on AI-driven recommendations. 

Moreover, 58% say they appreciate the ability of AI to tailor messages to their needs. But 32% are concerned about data privacy, and 21% fear being overly monitored. 

Optimove surveyed 329 U.S. citizens with a household income of $75,000+ in November/December 2024.

 

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