According to the Data & Marketing Association’s (DMA) latest research, over half of consumers (58%) state that they find just a quarter of the marketing emails they receive to be relevant.
This means that they find little to no value in around 75% of the marketing emails they receive, the industry body found.
However, over the past year, there is a notable decrease in the proportion of consumers that fall into this category.
Customers who believe that less than one in four emails is valuable has fallen from 69% in 2019 to 56% this year.
In addition, only one in six consumers (15%) report that at least half of the emails they receive are useful.
“While email remains the most effective and popular way for brands to engage with consumers there is still a lot of room for improvement”, said Tim Bond, Head of Insight at the DMA.
“Over the past year an increasing number of consumers are finding a higher number of marketing emails useful.
“However, the fact that most consumers only find 25% or less valuable means that brands must become better at understanding what is relevant to their customers through intelligent marketing”.
Channel preferences across the customer journey
The research also highlights customers are keen to engage with a diverse range of communication channels.
Despite email’s supremacy when it comes to customers’ channel preference (77%), brands’ apps, social media and SMS/text have a huge role to play in the eyes of many consumers.
For example, a brand’s app is favoured by 49% of consumers for pre-purchase information and by 52% for additional benefits – the second-most preferred medium for these types of communication, after email. Whereas social media is for customer service (51%) and post-purchase (50%).