The 2025 Optimove Insights消费者营销疲劳报告

Core Insights - The report emphasizes the urgent need for brands to balance personalization, relevance, and frequency to combat marketing fatigue and enhance customer engagement [12][104] - It highlights the importance of responsible AI usage in marketing to build trust and foster long-term customer loyalty [134][152] Section 1: Email Abuse Leading to Marketing Fatigue - Email remains the most preferred channel for marketing communications, with 59% of respondents favoring it over social media [4][27] - However, 37% of consumers find email to be the most annoying channel due to information overload, leading to a significant number of unsubscribes [18][39] - Personalization is crucial, with 81% of respondents more likely to open emails tailored to their interests, a notable increase from 54% the previous year [4][19] Section 2: Customer Loyalty Cannot Be Taken for Granted - 76% of respondents visit their preferred brands at least once a week, while 47% explore new brands weekly, driven by competitive pricing and recommendations [74][84] - A significant 89% of consumers unsubscribe from brands that bombard them with repetitive offers, indicating the need for personalized retention strategies [76][93] - The report underscores the dual behavior of consumers who seek loyalty while remaining open to new options, emphasizing the importance of personalized marketing [72][76] Section 3: Personalization and Relevance as Antidotes to Marketing Fatigue - Personalization drives engagement, with 47% of consumers opening emails because they are personalized to their needs [107][108] - Relevance enhances purchase likelihood, as 67% of respondents are more likely to buy from brands that provide recommendations based on past purchases [111][112] - Timing of messages is critical, with 60% of consumers reporting receiving poorly timed emails, which diminishes engagement [122][123] Section 4: The Necessity of AI for Personalization - 58% of respondents appreciate AI-driven marketing for its ability to tailor messages to their needs, while only 12% express negative sentiments towards AI in marketing [135][136] - Trust in brands using AI is significant, with 59% of consumers believing that AI can enhance recommendations and improve their overall experience [139][140] - Concerns about data privacy remain paramount, with 32% of respondents worried about how their data is used and stored [145][148]