Consumer Behavior

Consumers like email when it comes to promotions

Photo: Adobe Stock

January 25, 2024

A good number, 75%, of consumers want promotional messages via email yet 20% will lose trust in a brand, or unsubscribe, if the emails land in the spam folder.

Those are top findings from a Sinch survey of more than 2,000 global consumers about engaging with a brand.

The results reveal that brands need to protect customers and potential customers from bad actors within the email channel, according to a press release on the findings. One way is to comply with updated requirements from Google and Yahoo that go into effect in February.

That's because the survey found 72.1% of those polled have a Gmail account, 20.3% use Yahoo Mail and another 4.8% have an AOL email account. Senders who do not comply may find they are unable to reach contacts with Gmail, Yahoo and AOL email addresses.

"Email is the digital cornerstone of communications between brands and consumers," Kate Nowrouzi, VP, deliverability and product strategy at Sinch, said in the release. "Senders must comply with these requirements to ensure their email program is successful. While the new guidelines mean it may get harder to reach consumers, they also reflect the reality of what customers want. Businesses need to go beyond compliance and ensure their emails are relevant, personalized and valuable."