In a recent survey by CRM platform Optimove3, 47% of consumers said they will unsubscribe from a retailer's promotional messages if they get too many.
Pini Yakuel4, CEO at Optimove, said: "Retail brands often turn up the frequency of marketing messages to drive more sales. These tactics can often drive consumers to the brink where they say to themselves, 'I'm mad as hell, and I'm not going to take this anymore.' So, they unsubscribe.”
He added retailers wishing to overcome this problem should deliver more personalized messages, pointing out 71% of respondents said they are most receptive to promotional messages with “relevant” offers.
"To deliver relevant retail marketing messages, a retailer must know the customer – down to their specific preferences. If retail marketers know a consumer's likes and dislikes, customers will trust the brand," he explained.
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