Attitudes and predisposition towards email marketing improve among users

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Consumers' attitudes toward email marketing have improved over the past four years, with consumers now deleting fewer promotional messages without even opening them and being more likely to pass them on to others, according to a report by Forrester Research.

The report shows that negative behavior towards these emails has decreased, specifically, consumers now:

They do not delete messages as often as before. Although the rate is high (59%), it is down from 63% in 2008 and 73% in 2006.
They use their personal emails to receive promotions. Only 10% of consumers say they have a separate email account that they use only to receive advertising, a figure that is down from 15% who said so in 2008.

They forward promotional emails more often. 12% of consumers forward the promotion to others, up from 10% in 2008.
They are just as likely to make a purchase as they were two years ago. 5% make a purchase after receiving a promotional email.


17% of consumers tend to read the information provided by these emails africa email list about a particular product. In 2006, the rate of consumers who used this advertising to obtain information was 22% and in 2008 it was 27%. This drop, however, is easily explained because the number of alternative sources of information that exist today cannot be compared with that of a few years ago.

Social networks, blogs, search engines and user ratings and reviews on forums and other communities make this task much easier, according to the report.
Projections for 2025 point to a transformative landscape in the advertising sector and the strategies of major advertisers, marked by accelerated technological evolution, significant changes in consumer behavior and greater responsibility towards sustainability.

This new scenario will be defined by the dominance of artificial intelligence, automation and AI , which will play a crucial role in transforming advertising strategies, becoming essential tools to reach audiences more efficiently and effectively. The ability of automated campaigns to optimize their performance in real time will allow advertisers to instantly react to changes in consumer trends, dynamically adjusting budgets, audiences and formats.

This level of flexibility will not only improve campaign results, but will also reduce costs by eliminating waste in advertising investment. In fact, predictions reveal that artificial intelligence applied to advertising will consolidate itself as a strategic pillar, with a projected total investment of 15.7 billion dollars, equivalent to approximately 10% of global spending on advertising technology. This segment will experience annual growth of 25%, underlining its central role in campaign optimization and personalization.