Email marketing continues to be a vital channel for retailers as new artificial intelligence (AI) tools emerge to enhance communication strategies. A recent survey conducted by Optimove Insights reveals both opportunities and challenges in leveraging this long-standing digital marketing method. As consumer preferences evolve, understanding the dynamics of email engagement remains crucial for retailers.
According to the survey, shoppers express a strong preference for receiving marketing communications via email, with 60% indicating it as their top online channel. However, the complexity of consumer behavior is highlighted by the dual nature of email: it is perceived as both the most attention-grabbing channel, with 35% of respondents highlighting it, and the least engaging at 40%. Moreover, 55% of consumers reported feeling overwhelmed by the volume of emails they receive, particularly during key shopping periods such as holidays.
Despite the challenges, the enduring popularity of email makes it indispensable for retailers. The survey indicates that while email remains a favored channel, other digital avenues are gaining traction, with social media ads appealing to 50% of respondents and mobile and web push notifications to 37%. Notably, a global survey conducted by CSG in August 2025 recorded an even higher preference for email at 73%.
However, the effectiveness of email marketing is undermined by the sheer volume of unread messages. One-third of shoppers reported having numerous unread emails, with 9% admitting to tens of thousands. Only 11% of consumers claimed to have no unread emails. This phenomenon points to a critical issue for retailers: while email is a preferred channel, a significant amount is left unread.
The key to improving engagement lies in relevance. The survey found that 41% of consumers are likely to open marketing emails directly linked to products they have previously purchased, while 18% value deeper personalization. Customers expressed a strong preference for emails that reflect their interests and past purchases, highlighting the importance of tailored content in avoiding customer disengagement.
Retailers face the challenge of finding the right balance in email frequency. The survey revealed that only 9% of consumers receive the optimal number of emails, while 56% indicated they would like to receive significantly more. A further 9% expressed a desire for “a few more” emails. This data suggests that, if emails are relevant and sent by a trusted retailer, consumers may welcome a higher volume of communications.
Concerns about overwhelming customers with excessive emails appear to be somewhat unfounded, as less than a quarter (24%) of surveyed consumers stated they would unsubscribe due to frequency. Retailers, therefore, should take heed of the demand for more emails, provided they maintain quality and relevance.
The rise of AI presents new opportunities for email marketing. Major email service providers like Google and Yahoo are rolling out AI-powered summary tools that can help users manage their overflowing inboxes. As customers increasingly adopt AI chatbots for conversational discovery, these tools are expected to enhance the email experience by summarizing key information. This could provide a sense of control for shoppers feeling inundated by emails.
In conclusion, with consumers actively subscribing to retail emails, it appears they prefer an increase in communication, as long as the content remains relevant and of high quality. As retailers adapt their strategies to incorporate AI capabilities, the potential for revitalizing email marketing could lead to more effective connections with consumers, ensuring that this channel remains a cornerstone of digital marketing for the foreseeable future.
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