A recent Optimove report highlights the dual nature of email marketing as both the most preferred and most overused channel. While 59% of consumers prefer receiving marketing messages via email, far surpassing social media’s 18%, there’s a growing concern about the risk of overuse.
The negative impact of excessive emails
Almost 37% of consumers find excessive email messaging annoying, leading 70% to unsubscribe from at least three brands in the last three months due to message overload. The problem is compounded by 36% of consumers unsubscribing from six or more brands in the same period.
The report highlights the importance of personalisation in mitigating these issues. A striking 81% of respondents are more likely to open only tailored emails, a significant rise from last year’s 54%.
This shows a growing consumer demand for more personalised and relevant marketing communications. Moreover, 75% of consumers now view personalisation as essential, revealing an increasing expectation for brands to understand and cater to their preferences.
Consumer loyalty
Consumer loyalty is becoming more fluid, with 76% visiting their favourite brands weekly and 42% doing so daily. However, brand allegiance is not as secure as it seems. Nearly half of the respondents, driven by competitive pricing and personal recommendations, try a new brand weekly.
This openness to new options is a challenge for marketers, with 89% of consumers citing repetitive offers as a key reason for unsubscribing and 48% purchasing from new sites monthly.
Personalised marketing
Personalised marketing not only boosts engagement but also drives conversions. As many as 47% of consumers are motivated to open emails because they are customized to their needs, while 67% are more likely to purchase from brands that offer recommendations based on past purchases. Timing also plays a crucial role, as 60% report frustration with poorly timed emails, yet 78% appreciate fewer, more targeted messages.
Artificial intelligence (AI) is emerging as a solution to this marketing fatigue. The report found that 58% of respondents appreciate AI-driven marketing for its ability to deliver tailored messages, with a similar percentage trusting brands that use AI. However, there are still concerns about data privacy, with 32% of consumers expressing unease about how their data is used.