The messages brands send to connect with their audiences can be a powerful tool to build lasting relationships. Yet, frustrations with messaging are all too common, signaling an area where many brands are missing the mark. 40% of respondents indicated they have felt frustrated by irrelevant content or offers in the last six months, in addition to a large number of them noting that brand messages didn’t reflect their personal preferences, in areas of timing, shopping history, and needs.
These frustrations reveal a gap between what consumers want from brands and what their current reality entails. For example, about 26% of respondents noted they received emails during a time of the day they were not likely to engage, particularly with respondents aged 18-34. Meanwhile, nearly a quarter (24%) cited that brand messages did not recognize their shopping or loyalty history, indicating a missed opportunity for brands to build upon existing relationships and known data.
While common offers like discounts, loyalty program benefits, and holiday sales have undeniable appeal, it’s worth noting that younger consumers, in particular, are also attuned to non-monetary offerings—such as exclusive content, early access to new products, or opportunities to engage in brand-driven initiatives.
Messages related to brand values, such as environmental or social activism, garner strong engagement, especially among younger audiences. Over half (52%) of respondents said they are likely to engage with these types of messages, rising to 59% in the 18-24 age bracket. Social activism highlights an opportunity for brands to balance value-based offerings with purpose-driven content, especially with audiences looking for more than discounts.
Product announcements also capture attention across age groups, with 71% of respondents likely to engage with updates about new releases. While newsletters show slightly lower engagement overall (50%), they remain effective for keeping loyal consumers in the loop. Here, segmenting audiences based on preferences and frequency of interaction can further optimize results, ensuring these communications reach those who will find them most relevant.
Meanwhile, exclusive VIP offers (77%) and personalized emails (79%) continue to resonate, reinforcing the value of making a consumer feel like an individual, not just another contact in a one-size-fits-all campaign.
