40% of Consumers Want Emails From Brands to Be Less Promotional and More Informative

Plus, 8 more stats from Adobe's new survey

The study shows the keys to strong e-messaging. Getty Images
Headshot of Christopher Heine

Consumers are sick of hard-sell email messages that are not informative enough and irrelevant, but they’d still rather get email offers from brands compared to direct mail, mobile apps or social media. Those findings arrived today from Adobe research—called the Adobe Consumer Email Survey—that surveyed 1,007 white-collar workers.

Additionally, half of consumers feel like marketers send too frequently.

Meanwhile, here are several other data points from Adobe that marketers ought to find interesting.

  • 20 percent are frustrated by having to wait for images to load.
  • 19 percent are not happy with having to scroll too much.
  • 26 percent of consumers are checking email first thing in the morning while still in bed, a 28 percent decrease year over year. So hey breakfast brands, perhaps time your campaigns for at least after they are done brushing their teeth.
  • This should interest business-to-business marketers: more folks are logging off after work, with 20 percent “never checking” work email outside of work hours, a 43 percent increase year over year.
  • And here’s one for fitness marketers: 28 percent of consumers age 18-24 peek at their email while working out, compared to 16 percent of consumers overall.

@Chris_Heine Christopher Heine is a New York-based editor and writer.