How Americans feel about brand newsletters


Most Americans say they believe email newsletters are a good way for brands to communicate with their customers, but also that these newsletters are sometimes manipulative. according to recent research from Storydoc.

Report is based on data from a survey conducted in 2021 among 1,173 respondents in the United States. The results of the study were weighted to match the gender and age structure of the current U.S. population.

Approximately 55% of respondents say that newsletters are a good way for brands to communicate with their customers, with millennials most likely to agree and baby boomers the least.

About 57% of respondents believe that newsletters are manipulative. People who have a dedicated email address for newsletters are more likely to believe that newsletters are manipulative.

Three-quarters of respondents say they receive emails they never signed up for.

Most respondents say they receive between one and ten brand newsletters.

One third of respondents say they have a separate email address for newsletters.

Results of a study of American e-mail habits from Storydoc

Approximately 56% of millennials say they are more likely to open an email with their name in the title, compared to 36% of baby boomers.

Millennials are also much more likely than older generations to say they want to receive automated emails personalized to their liking based on past elections.

Results of a Storydoc email personalization survey

About research: Report is based on data from a survey conducted in 2021 among 1,173 respondents in the United States. The results of the study were weighted to match the gender and age structure of the current U.S. population.



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