When Do You Say It's Time to Opt Out?

Email marketing continues to be one of the most powerful ways to engage with consumers. However, as inboxes overflow, many people are feeling overwhelmed by the volume of messages they receive. To stay relevant and maintain trust, brands need to rethink their email strategies and focus on quality over quantity.

Email Still Gets Noticed

For all its challenges, email remains a preferred way for consumers to hear from brands. Many shoppers still look to their inboxes for deals and updates, with nearly half paying more attention to emails than other channels when shopping online. Despite the rise of social media, email stands out as the go-to option for consumers who want clear and direct communication.

Why Consumers Are Tuning Out

Unfortunately, email fatigue is real, and it’s leading to mass unsubscribes. Many consumers have opted out of messages from multiple brands in the past few months, often due to receiving too many repetitive offers. Timing also plays a role—poorly timed emails can make even the best intentions fall flat.

Adding to the difficulty, loyalty isn’t as strong as it once was. Today’s shoppers frequently explore new brands, with many trying out unfamiliar options on a weekly basis. For marketers, this means the window to capture attention and build trust is smaller than ever.

Personalization and Relevance

To stand out, brands must make their emails meaningful. Personalization is no longer optional—it’s expected. Consumers are far more likely to engage with messages that reflect their specific interests and preferences. Whether it’s tailored product recommendations, targeted promotions, or emails based on past behavior, personalization can make all the difference.

Equally important is reducing the overall number of messages. People prefer fewer, more thoughtful emails over frequent, generic blasts. By sending targeted communications, brands can demonstrate that they value their audience’s time.

The Role of Technology

Advancements in technology, such as artificial intelligence, are helping brands take personalization to the next level. Many consumers appreciate AI’s ability to recommend products and customize messages to their needs. However, it’s crucial for companies to be transparent about how they use data, as some individuals worry about privacy and over-monitoring.

Cate Bender, the author, is Project Coordinator of Marketing Keys