Top factor in deciding to open a marketing email according to adults in the U.S. 2024
During a survey among adults in the United States in January 2024, over half (or 54 percent) of respondents chose relevance as their number one reason to open a marketing email, meaning it offered a product they were interested in when they received the message. An email personalized to a consumer beyond just featuring their name ranked second, selected by 19 percent of the interviewees. According to the same study, about two-thirds of U.S. adults did not want to receive more marketing messages in 2024.
