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How Consumers Feel About Marketing Emails

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Only 15% of Americans say the emails they receive from marketers are frequently or always useful, according to recent research from Fluent.

The report was based on data from a survey of 1,900 consumers age 18 and older who live in the United States.

Some 7% of respondents say the marketing emails they receive are always useful, and 8% say they are frequently useful.

In addition, 29% of respondents say marketing emails are sometimes useful, 33% say they are rarely useful, and 24% say they are never useful.

Younger respondents, those age 18-29, find marketing emails more useful in general than do older respondents (age 30+).


Some 56% of consumers say they receive way too many marketing emails; 23% say they receive a few too many marketing emails; 12% say they receive the right amount; and 8% say they receive too few.

Some 41% of consumers say they will ignore an unwanted marketing email, and 41% say they will unsubscribe from the sender's list; 11% of consumers say they will move an unwanted marketing email to the spam folder, and 7% say they will report it as spam.

About the research: The report was based on data from a survey of 1,900 consumers age 18 and older who lived in the United States.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Dela Mon Dec 12, 2016 via web

    @ayaznanji to your point 56% of consumers say they get way too many emails. How many is way too many? The DMA here in the UK asked a similar question and the results were similar - cue a lot of wailing and gnashing of teeth by experts. I was lucky enough to have the raw data from the survey and the people who got the fewest emails %3C5 a week were the MOST likely to say they got too many! Folks who got 30+/week were happy with the quantity and relevance of the email they received

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