DOA Emails: Consumers Say Only 5% Of Messages Are Well-Timed To Their Needs

Brands and consumers have different ideas of what is relevant, judging by State of Offer Relevancy, a two-pronged study released Wednesday by Formation, conducted by Forrester. 

The findings spell trouble for email planners who are trying to meet a poorly aligned offer strategy.

For starters, consumers say only 33% of offers they receive are relevant. Yet 92% of brands believe they sending relevant promotions, and 97% feel relevance is important.