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BizReport : Email Marketing : March 13, 2015

Beware the digitally savvy and unforgiving 'Deletist Consumer'

Consumers that are bombarded with badly targeted and irrelevant marketing messages are cutting subscriptions and closing down accounts, according to new research findings released by the Aimia Institute.

by Helen Leggatt

Three-quarters (74%) of Brits say they receive too much email from brands and 19% say they just can't handle the current volume. Today's inboxes are over-crowded and the noise is such that many just want to turn it off altogether.

In fact, the Aimia Institute's research found that more than half (58%) are opting out of email communications completely and 69% are closing down accounts and subscriptions and 'unfriending' companies due to poorly targeted messaging.

Furthermore, a third (35%) do not bother to read the content of an email, either deleting it immediately or reading only the title of text messages and emails.

Dubbed the 'Deletist Consumer', these are the steps they are taking to avoid brands:

- 69% unfollow or unfriend brands on social media;
- 59% are blocking numbers;
- 58% are opting out from company email communications;
- 55% are deleting apps due to push notifications.

"Brands must earn the right to contact their customers," says Martin Hayward, Senior Vice President Global Digital Strategy and Futures at Aimia. "They must show relevance by using data to personalize and tailor communications, and they need to select the most appropriate channel for delivery. Get these ingredients right and customer communications can be a powerful tool to build deep and long lasting relationships. Get it wrong though, and brands will find themselves cut off".

Image via Shutterstock

Tags: apps, brand marketing, email marketing, loyalty marketing, mobile, relationship marketing, social media

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