Mon, 27 February 2023 | consumers
The Optimove 2023 Consumer Marketing Fatigue Survey found that 66% of consumers want fewer marketing messages and 27% believe they are inundated with them. Additionally, nearly eight in ten customers (79%) claim that an overabundance of marketing messages forced them to unsubscribe from at least one retail company in the previous three months. Also, according to 61% of consumers, receiving too many marketing messages caused them to unsubscribe from three or more retail businesses.
73% of respondents said they wished to receive less marketing communications in 2023 compared to 2022 when asked. The findings are based on a 450-consumer Optimove study conducted in January 2023. Hundreds of top worldwide consumer brands use the customer-driven marketing platform Optimove.
The top-line results of the poll included the following: | Consumers feel inundated with marketing communications; the message to marketers is "less is more." Important findings indicate the importance of email and text in marketing campaigns. The two channels that customers use the most are also the ones that marketers most frequently exploit. For marketers, it's a balance issue.
Customers often ignore cold, irrelevant marketing emails and SMS. Just 9% of responders, according to the findings, open more than 75% of promotional emails. In order for a brand to connect with the consumer, relevance is crucial. The difference between harassing and helping a customer is the correct message on the right channel at the right time.
Most of the time, shoppers are following prearranged shopping paths. 96% of shoppers plan where they will shop online in advance. Marketers must therefore be aware of the precise route each consumer is taking and participate in it. Consumers aren't entirely predetermined, though. Each is occasionally willing to check out new products or brands.
Relevance plays the biggest role. The relevancy of an offer was identified as crucial by nearly three-fourths of those polled (72%) and was cited as "very" or "very important" by 36%. Actual brand irrelevance to the consumer is caused by irrelevant messages. Customers anticipate individualized messaging from brands so they know the latter is aware of them.
Optimove's CEO, Pini Yakuel, claims "The survey clearly emphasizes how expensive marketing fatigue is. Marketers continue to hold the false belief that sending out more messages will increase outcomes. Less really is more. The results will likely be equal to or better with fewer right messages delivered at the right time. If firms do this correctly, they may connect with consumers rather than alienate them while spending less on marketing. It presents an opportunity to maximize marketing expenditures and foster enduring client loyalty."