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The Most Annoying Things About Email: What Brands, Marketers, and Coworkers Get Wrong

by Ayaz Nanji  |  
August 27, 2018

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.

Respondents say the most annoying things marketers do when creating email offers are sending messages too often (45% cite), crafting messages that are too wordy/poorly written (23%), and delivering offers based on incorrect data (22%).

Respondents say the most annoying things about reading brand emails on smartphones are having to scroll too much (20% say so), having to wait for images to load/needing to download images to see them (18%), too much text (17%), and too small font sizes (17%).

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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 Lynne Mon Aug 27, 2018 via web

    I completely agree with too many "Not sure if you saw my last email..." messages. I wish those would stop!

  • by Alison Mon Aug 27, 2018 via web

    Thanks for the great info! I know I can't stand emails that are blatantly promotional. Like blog posts and other forms of content marketing, they should add value, not just sell.

  • by Kaya Tue Aug 28, 2018 via web

    Great insights, thanks.

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