A new report from Optimove highlights a growing challenge for marketers: consumer marketing fatigue. The report reveals that many customers are overwhelmed by excessive, irrelevant, or poorly timed messaging. As brands compete for attention, they must find ways to engage customers without pushing them away.
“Marketing fatigue is real and can be avoided. The antidote is personalized, relevant messaging delivered at the right time. This is an unprecedented opportune time for brands to adopt advanced AI-driven tools and customer-centric strategies to drive deeper engagement and build unwavering customer loyalty. Marketers who do this will catapult themselves as Positionless – processing data, creative and optimization power,” said Pini Yakuel, CEO of Optimove.
One key issue is the sheer volume of marketing messages consumers receive. According to the report, 70% of consumers unsubscribed from at least three brands in the past three months due to excessive messaging.
Email, in particular, stood out as the most frustrating channel, with 37% of respondents identifying it as the primary source of marketing overload. This shows that brands must move beyond mass messaging and adopt a more thoughtful, data-driven approach to customer engagement.
Personalisation
Despite this frustration, the report also found that consumers respond positively to personalisation. When brands personalise emails, 81% of consumers are likelier to open them, and 67% are more inclined to purchase when recommendations reflect their past behaviours.
These findings reinforce the idea that customers do not necessarily dislike marketing messages; they want them to be relevant and valuable. Brands that strike this balance are more likely to retain customer interest and encourage long-term engagement.
AI impact
Artificial intelligence has an increasingly important role in addressing marketing fatigue. The report highlights that 59% of consumers trust brands that use AI for personalization, but only if they are transparent about how they use their data.
While AI-driven marketing offers significant advantages, brands must clearly communicate their data privacy practices to maintain consumer trust. When implemented correctly, AI can help businesses refine their marketing strategies, delivering timely and personalised messages rather than intrusive.
Retention does not guarantee loyalty
Brands must also recognise that focusing on retention does not guarantee consumer loyalty. The study revealed that 76% of consumers regularly engage with their favourite brands, but 47% try new brands weekly.
This highlights the importance of maintaining dynamic, engaging campaigns that reward loyal customers and attract new ones. A brand that becomes complacent risks losing even its most dedicated customers to fresh and exciting competitors.