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.