How Americans Feel About Brand Email Newsletters

Email Marketing — Tue., Jan. 4, 2022

Most Americans say they believe that email newsletters are a good way for brands to communicate with their customers, but also that those newsletters are sometimes manipulative. According to recent research from Storydoc, 55% of respondents say newsletters are a good way for brands to communicate with their customers, with millennials most likely to agree. 57% of respondents think newsletters are manipulative, and 75% say they receive emails they never signed up for.

Most respondents say they receive between one and ten newsletters from brands, and a third of respondents say they maintain a separate email address for newsletters. 56% of millennials say they'd be more likely to open an email with their name in the subject line, compared with 36% of baby boomers. Millennials are also much more likely than older generations to want to receive automated emails personalized to their preferences.

The report was based on data from a survey fielded in 2021 among 1,173 respondents in the United States. The survey results were weighted to correspond to the gender and age makeup of the current US population.

... continue reading below