Digital Marketing Researches & Reports

Consumer Email Tracker, 2019 | Data & Marketing Association

Consumer Behavior | UK

Subscription service is saving customers the hassle of thinking. They don’t have to remember to purchase from your brand, to research your website, or visit your store. They only have to put in the work of signing up once. Then, they can just sit back and enjoy the subscription. They don’t have to remember to keep refilling products or renewing their subscription. Brands do that for them, ensuring they always have notified with new products or services. And because you know how many customers you have, you can predict and make better estimates around supply. Then you can optimize your inventory to actually meet demand, instead of having a ton of unsold products sitting around in a warehouse. Subscription brands simply provide more customer touchpoints than brands that don’t offer any subscription services.

The Key Findings of The “Consumer Email Tracker 2019” Report:

  • Discounts and offers are the main motivating factor for consumers to sign-up for a brand with a rate of 51%.
  • Receiving too many emails from a brand is the main reason for unsubscribing from brands with a rate of 59%.
  • The majority of consumers prefer email communications from brands above any other channel with a rate of 59%.
  • When receiving interesting email consumers would click on a link from the email with a rate of 40%.
  • Consumers tend to take action via the brand’s website or the button within an email with a rate of 70%.
  • If there is an opportunity for control consumers would like to reduce the frequency of emails they receive from brands with a rate of 36%.
  • GDPR has made consumers more confident about how brands treat their personal data with a rate of 41%.
Interacting with brands' emails 2019

A Graph Shows How Consumers in The UK Interacts When They Receive Emails From Brands, 2019.

The Content of “Consumer Email Tracker 2019’” Report:

  • Introduction.
  • Foreword – DotDigital.
  • Foreword – DMA Email Council.
  • Exec Summary.
  • Marketing Landscape.
    • Marketing Preferences.
    • GDPR Effect.
  • Email Ownership.
    • Email Addresses.
  • Receiving and Opening.
    • Emails Received.
    • Engagement.
  • Content and Actions.
    • Content.
    • Actions.
    • Who is Doing Email Well?
  • Sign-ups and Unsubscribes.
    • Sign-ups.
    • Unsubscribes.
  • Methodology.
  • About the DMA.
  • About DotDigital.
  • Copyright and Disclaimer.

Number of Pages:

  • 23 Pages.


  • Free.


Data were driven in November 2018 via an online survey of 2,022 respondents of UK adults. The data was collected and collated by ResearchNow, then analyzed by the DMA Insight department. This report is written and designed by the DMA Insight department and in-house design team. The survey consisted of a maximum of 28 questions.

Data & Marketing Association (DMA)

The Direct Marketing Association is a trade association dedicated to advancing and protecting responsible data-driven marketing. DMA represents thousands of companies and nonprofit organizations that use and support data-driven marketing practices and techniques. Their members connect at regular events that inspire creativity, innovation, responsible marketing and more. Most of them are free. A DMA membership is a badge of accreditation. They give the industry best-practice guidelines, legal updates and a code that puts the customer at the heart. They represent a data-driven industry that’s leading the business sector in creativity and innovation. One-to-one-to-millions marketing attracts the brightest minds; individuals that will shape the future. By sharing their knowledge, together, we’ll make it vibrant.

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