If people could change one thing about emails they receive from brands, they would make those emails less promotional, according to recent research from Adobe.

The report was based on data from a survey conducted in June 2018 among 1,001 white-collar workers in the United States who own smartphones.

Some 39% of respondents agree that if they could, they would make emails from brands less about promotion and more about providing information.

Just over a quarter (27%) of respondents want content that's more personalized to their interests, and 12% wish they could purchase without leaving an email.

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ABOUT THE AUTHOR
image of Ayaz Nanji

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