Almost Half of Consumers in the US Receive Incorrect Marketing Messages

Staying in touch with consumers and developing a relationship with them has become a top priority for brands because of the fact that this is the sort of thing that could potentially end up creating a lot of brand loyalty among these users. There are several ways for brands to do this, such as by sending emails to consumers that have been personalized to make it seem that they were drafted specifically for them, and brands have gotten better at this personalization process over time.

With all of that having been said and now out of the way, it is important to note that a recent study conducted by YouGov revealed that 49% of US based consumers don’t get the right marketing material sent to them. This survey was conducted back in January of 2022 and it included around 1,185 consumers who were selected at random. Sending out the wrong marketing can be detrimental to brands since 88% of consumers took some negative action against a brand that did so.

42% of users that said that they got the wrong marketing immediately unsubscribed from the email messaging service that they have previously willingly signed up for. 24% went as far as to block the brand entirely, which indicates how annoying such communications can be for the average consumer with all things having been considered and taken into account. Another aspect of this information is that 22% of consumers decided not to purchase from the brand again, something that can make just a single wrong email a very serious mistake for brands to make.

Brands have a serious problem with marketing products to consumers that have already bought them, with 42% of consumers saying that this was a major problem. Not fully understanding who these consumers are is also a pretty big issue, since 28% of consumers said that they received marketing for products that were not appropriate for their age. Brands clearly need to do more homework if they want to reap the benefits of email marketing and stimulate organic brand loyalty that can pay off over time.


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