By Paul Skeldon

New research commissioned by Engage Hub, the data-driven customer engagement solutions company, reveals that 90% of UK consumers have unsubscribed from communications from retailers in the past 12 months, with nearly half (46%) saying this is because they received too many messages from brands.

In the study, a third of respondents said they were unhappy with the frequency they receive offers or updates from retailers. Nearly a quarter (24%) of UK consumers revealed they receive them from some retailers at least once every day, while 15% said they receive offers even more frequently than that.

As well as receiving too many messages, nearly a quarter of UK consumers (24%) said they unsubscribed from a retailer because the messages they received were irrelevant to them. In fact, 15% said retailers never send them offers or updates that are relevant to them.

This, the research reveals, has a significant impact for retailers given that one in 10 UK consumers (11%) would consider shopping elsewhere if they continued to receive irrelevant communications from a retailer, while 68% would simply unsubscribe.

Commenting on the findings, Simon Brennan, VP Sales Europe at Engage Hub said, “Retailers need to change tact. Poorly targeted, ‘spray and pray’ style marketing campaigns generate the most spam complaints, and the majority of such communications remain unopened. This not only undermines a retailer’s spend on direct marketing ROI but also it also turns customers away as they quickly become disengaged with a brand that doesn’t treat them as an individual.

“Modern marketing is increasingly reliant on harnessing real-time data to drive more meaningful, memorable and effective conversations with customers. Retailers, therefore, need to focus on crafting contextual, highly personalised content that draws the customer in, rather than making them hit the delete button or…