Trends Report

The Inbox Intimacy Conundrum

Why Consumers Who Like Email Don’t Like Email Marketing

April 12th, 2023
With contributors:
Emily Collins , James DeNeill , Christine Turley


Consumers regard their email inboxes as digital representations of their personal space, while marketers view email as a vehicle for pushing promotions. The result is friction in the user promotional email experience. Members of Forrester’s ConsumerVoices Market Research Online Community (MROC) in the US, UK, and Canada feel that email marketers are just plain doing email wrong. To course-correct, use email to create an empathetic connection with recipients, honor subscriber choices, and be human amidst all possible automation.

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