At what point does brand messaging become too frequent? Why do people stay subscribed to brand communications? What makes brand messages feel relevant?
To find out, CSG partnered with Wakefield Research to conduct a survey of 1,200 people from around the world who engage in online activities like paying bills, accessing customer support, and purchasing products/services.
Some 25% of respondents say a brand sending messages more than once a week feels overwhelming and 29% say more than several times a week feels overwhelming.
Some 73% of respondents say email is their preferred channel for receiving regular brand communications (once a week or more).
Some 70% of respondents agree that brands send them so many messages that they don't care what those brands are trying to say anymore.
Respondents say the top reason they stay subscribed to brand messages is to get exclusive deals and discounts.
Respondents say brand messages feel relevant when they're uniquely crafted/sent by a real person and when they're tailored to recent activity.
About the research: The report was based on data from a survey of 1,200 people from around the world who engage in online activities like paying bills, accessing customer support, and purchasing products/services.
