According to a November 2018 study from Alliance Data, a majority of the consumers surveyed said they want more control over email frequency and the content they receive from brands. However, only a small number of marketers said they are meeting those needs.

Another pain point is the lack of personalization that goes into brand outreach. A February 2019 study from Havas found that nine out of 10 consumers expect brands to deliver content. However, 58% of content created by the world’s leading 1,800 brands is "poor, irrelevant and fails to deliver," according to the report.

Sourced through Scoop.it from: www.emarketer.com