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Lacchmus surveyed 1,000 consumers to their e -mail preferences, with the focus on retailer -e emails. The participants at the age of 18 were designed in such a way that they represent the US adult population. Check out the results:
Table of contents
E -mail freightedness and timing
- The main reason why consumers delete e -mails in retail without opening them are too many e -mails/inbox overloads (39%).
- The most important reason why consumers are unsubscribed from the e -mails of a retailer is that e -mails are sent too often (67%).
- Most prefer weekly emails (32%) or 2-3 times a week (20%).
- During the holidays, consumers are divided into the same frequency with better content (33%) compared to fewer, but higher-quality emails (32%).
Important take away: E -Mail freight is the critical factor that drives the fatigue of e -mails from consumers and cancellations.
Retailers are outraged by their customers, whereby the frequency is both the top reason for deregistration and a large driver for unopened emails. There is also a significant separation between current practices and consumer preferences, since most of the most e-mails or at most 2-3 times a week. This indicates that many retailers could improve the commitment and reduce emigration by simply sending less, more careful time messages instead of bombing subscribers with daily communication.
Even in high operations such as public holidays, consumers remain divided between frequency and quality, which the volume alone is not the answer to sales through email marketing.
Relevance and personalization
- 29% of consumers solve them based solely on subject lines.
- The irrelevant or non -personalized content drives 46% of the cancellations.
- 32% want less, but more valuable emails with higher quality and personalized offers during the large shopping times.
- Defrise 42% due to excessive advertising campaigns with a few valuable offers.
Important take with us: content quality and relevance are more important than the volume, whereby personalization is essential for preventing the loss loss.
Almost half of all deregistration comes from irrelevant or non -personalized content, while another 42% leave due to excessive advertising campaigns that the real value is missing. This shows that consumers are picky what ends up in their inbox: they are ready to deal with e -mail marketing, but only if it feels tailored to their needs and offers real value.
A third of consumers only make deletion decisions on the subject lines and emphasizes how important the first impressions for cutting the noise are. During the main shopping times, consumers consistently signal that they prefer to receive fewer e -mails if this means higher quality and better personalization. This suggests that retailers who concentrate on the relevance of frequency will have better commitment and retention rates.
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Consumer behavior and decision -making
- E -Mail marketing denotes the top channel for purchase decisions (28%), even in front of social media ads (22%).
- Almost a third (31%) delete emails based on subject lines within seconds.
- Younger demographic data is more likely to delete after a short overtake of the preview text – 26% of the millennials and 28% of the gene Z.
Important take away: E -Mail marketing is still the most influential channel for digital marketing, but the attention span of consumers are extremely short and demand immediate relevance and effects.
Despite the overcrowded digital landscape, e -mail still exceeds social media ads as a buyer and occupies the permanent value for retailers. However, this influence contains a critical restriction: On the basis of email engagements, consumers meet with almost a third emails within seconds, based on subject lines. This trend is even more pronounced by younger buyers.
While e -mail marketing offers the highest ROI potential among the digital channels, success depends on nailing these first 30 characters or so.
Trust and data protection concerns
- 39% said, “no difference” when he was asked whether they would more or less likely trust the marketing -e emails of a retailer if they knew that they were written by AI.
- 38% were either “a little less likely” or “much less likely”.
- Trust increased with younger generations such as millennials (38%) and gen z (38%).
- The three most important aspects of the privacy of emails were transparency about data acquisition (58%), no release of third parties (54%) and control over access to personal information (52%).
Important with you: After a classification of trust, email marketing of AI-generated email is exposed to generations, while data protection transparency remains critical in all demographic characteristics.
The settings of consumers to AI-written marketing emails show a clear division that creates a close lead for acceptance. However, this skepticism is not uniform – young consumers are much more trustworthy.
Regardless of AI settings, data protection concerns in all age groups remain of the utmost importance, with transparency leading to consumer priorities leading to data acquisition. This indicates that the retailers should first concentrate on building trust through clear data protection practices before introducing content in their email strategies.
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methodology: This research is based on a survey of under 1,000 US consumers aged 18 and over, which was carried out by Dynata on behalf of the litmus from the validity in April 2025. The sample was developed as representative of the US adult population. For analyzes in which generation groups refer, the following age areas were used: Generation Z (10-25 years), Millennials (26-41 years), Generation X (42-57 years) and baby boomer (58-76 years).
*** Raw data from the survey can be found here.
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