Attitudes toward retailer email ads in the U.S. 2014, by gender

The graph shows the perception of retailer promotional emails among email users in the United States in 2014, by gender. The source found, that of those who open and read promotional emails, 71 percent of male and 66 percent of female respondents said they liked when email ads are personalized with their name.

E-mail marketing perception – additional information

Contrary to popular belief, e-mail marketing is not heading towards extinction. Asked how they think e-mail marketing will change by 2020, 40 percent of industry professionals all over the world expected it to maintain at a steady level by the end of the decade, while 26 percent said they projected a slight increase. The key is to keep in mind that today’s consumers value personalization, relevance and benefits, therefore the industry needs to focus on catering their e-mail messages to receivers’ specific expectations.

Recent studies show that American consumers are not that opposed to promotional e-mail in their inbox as it could be assumed. In fact, while 86 percent of respondents surveyed in 2015 said they like e-mail ads to arrive at least monthly, only nine percent said they never wanted to have any promotional e-mails sent to them. The most common reason for signing up to receive these messages according to U.S. consumers, is the opportunity to get discounts, and some subscribe to e-mails in order to be privy to exclusive offers. On the other hand, if the consumers’ expectations are not met, there is a risk that the e-mail will be marked as spam. As stated by close to 50 percent of customers, messages from businesses that e-mail too often land in the spam folder most frequently. In terms of content, the majority of U.S. customers find it useful if promotional e-mail from retailers feature recommended products based on previously purchased ones. And while the older generations in general view all kinds of advertising e-mails less useful, compared to other age groups, the differences usually stem from the fact that the 55-year-olds are less active in the online and digital world.

Perception of retailer promotional emails and ads among email users in the United States in 2014, by gender

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Release date

January 2015


United States

Survey time period

December 2 to 4, 2014

Number of respondents

2,042 respondents

Age group

18 years and older

Special properties

among email users who opened and read promotional emails; respondents who somewhat or strongly agree

Method of interview

Online survey

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Statistics on "E-mail marketing "

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