Over-messaging is counter-productive

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 31, 2021, 5:34 PM UTC

SlickText's recent survey among Americans highlights why people unsubscribed marketing emails during the pandemic. 

The study found US consumers' found frequent messaging from brands during the pandemic annoying. A Majority of American respondents cited "contacted too frequently" as the top factor that led them to unsubscribe from branded communications. 

Politicised content, impersonal information, insignificant discounts, excessively long messages and a feeling of being a target were reported as the other factors that made consumers most likely to unsubscribe from marketing messages. However, around 38% of consumers said pandemic did not affect the likelihood of opening branded emails. 

Around 17% of respondents reported the pandemic has made them less likely to open branded emails. Interestingly, 17% of Americans said the crisis has made them more likely to open branded emails, and nearly 10% said they always open emails from brands. 

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