Consumers resent brands over sloppy email marketing

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Three quarters of consumers are likely to resent a brand after being bombarded by emails, new research has shown.

Additionally, Emailvision’s survey of 2,000 UK adults, carried out by YouGov, found that a further 71% will begrudge a brand if they are sent unsolicited messages. Incorrect names (50%) and wrong gender (40%) were shown to be the key factors making consumers resentful towards brands they once favoured, the figures showed.

But consumers are unwilling to trade personal data for better targeted emails, the survey showed, with 40% refusing to give out their information to brands in return for better targeted offer – with the figure rising for those aged over 55.

So what personal information would consumers be willing to trade online? According to the survey, consumers feel most easy about sharing their gender with a brand (38%), followed by age (37%) and name (28%).

However, the survey found that there are some consumers who are willing to overshare – 8% will go so far as sharing their underwear size in return for better targeted offers from brands.

Emailvision director Neil Hamilton, said: “When a customer purchases from your in-store business, they give you money in exchange for a product or service. When a visitor interacts with your online business, they are giving you their data in exchange for a relevant experience with your brand. If a business doesn’t choose to make use of this data correctly, they are missing out on important knowledge that could positively or negatively impact business for years to come.

“It’s imperative that a customer never becomes ‘just a number’ even in a database of millions. Technology enables all businesses to treat their customers to a personalised experience across multiple sales channels.”

About Natalie Steers


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