We surveyed 230 random consumers across America, examining how they interact with marketing emails, focusing on not only the value they find but delving into why they’ll eventually stop engaging with brands when there’s too high a frequency.
The findings reveal consumers generally find value in marketing emails because they provide useful information about promotions, discounts, and new products. However, as the frequency of these emails increases, consumers begin to feel overwhelmed and annoyed. This is called marketing fatigue.
When consumers reach their limit, they may start to disengage with the brand entirely. They may unsubscribe from the mailing list, mark the emails as spam, or simply delete them without reading. This can be detrimental to the brand's reputation and prevents future ROI opportunities with each disengaged contact.
Brands need to strike a balance between providing useful information with respecting subscribers’ wishes. By following best practices, brands maintain their customers' engagement while avoiding churn risk.
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