CMO Council: Irrelevant messaging alienates customers

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Boulder, Colo.—Marketers who deliver irrelevant content and random mass mailings run the risk of having their customers unsubscribe from the communications channel—and even abandon a brand entirely, according to a new study from the Chief Marketing Officer Council.

The study, “Why Relevance Drives Response and Relationships,” found that 91% of respondents have unsubscribed to e-mail newsletters. Of those, 46% reported that the communications were not relevant.

Further, among those who report receiving irrelevant promotions via e-mail or direct mail—for example, receiving a promotion for a product they have already purchased—22% have decided to no longer purchase from that company, according to the study.

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