Four in ten (41%) consumers say they are currently more comfortable and confident with how companies manage their data thanks to the introduction of the General Data Protection Regulation (GDPR) in May 2018 – according to Consumer email tracker 2019 report from DMA.
According to the study, 59% of respondents prefer brands to contact them via email. However the number of emails they receive keeps falling. Consumers estimate that in 2018 they were signed up to receive email messages from about nine different brands (down from 12 in 2017). They also claimed they received fewer emails than ever before (57 per week, in comparison to 73 per week in 2017), and only 44% of them were from brands. It also turns out that fewer consumers regularly question how a company got their data.
The most predominant reasons for unsubscribing from companies’ emails included receiving too many messages (59%), followed by the information no longer being relevant (43%) and not recognising the brand (43%).
When unsubscribing, most respondents (70%) take action via the brand’s website or button within an email, with 40% of those expecting never to hear from the brand again via email or only receive transactional emails (23%). 9% of those who unsubscribe expect to be taken to options where they can change their email preferences or to some form of survey (7%).