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High Frequency Annoys Email Recipients

It appears less is certainly more when it comes to how often brands communicate with their audience via email.

A new Adobe Email Consumer Survey found that being emailed too often by a marketer as the most annoying thing when receiving email offers. The survey, of which respondents were mostly U.S. white collar workers between 25 and 64, also found that few people would like to receive daily emails from their bank, favorite retail brand, restaurant or telecom provider. Those who do prefer daily emails, the report states, are more likely to be younger (18-34 year olds) while those who prefer monthly emails are more likely to be 35 years or older.

So, how much is too much for email recipients?

Recipients often give marketers clues about how they are feeling such as with a drop in emails opened. Technology, however, is set to make analyzing those indicators of churn easier for the marketer. Adobe Campaign is previewing a "forward-looking email project" with its AI system Adobe Sensei, for example, to analyze such behaviors to help senders "remedy their challenges, increase their productivity and gain better results with their solution and ultimately preventing customers from churning."

Another way to understand how often customers want to receive emails is by asking at sign-up. Additionally, if users who once opened emails quite frequently are more dormant now, marketers can send an email asking them to update their preferences regarding the type of emails they would like to receive and at which frequency. 


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