A recent Litmus survey of 1,000 consumers revealed that excessive email frequency from retailers is a significant driver of email deletions and unsubscribes. Nearly 39% of deleted emails go unopened due to inbox overload, and 67% of consumers cite frequency as their reason for unsubscribing. Most respondents prefer weekly emails or a low frequency of 2-3 times per week. During holidays, consumers seek either consistent frequency with improved content or reduced frequency with higher-quality emails. Personalization and relevant content significantly impact email engagement, with 46% of unsubscribes driven by non-personalized messages.
The primary reason consumers delete retail marketing emails without opening them is too many emails/inbox overload, accounting for 39% of deletions.
Most consumers prefer receiving emails weekly (32%) or 2-3 times per week (20%), indicating a need for reduced email frequency from retailers.
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