Why Email Is the Audience’s Favorite Channel

In 2023, the DMA UK association surveyed over 2,000 users and found that email is not only alive but experiencing a renaissance. More than half of respondents (64%) named email as their preferred method for receiving promotions, news, and personalized offers. Why does email enjoy such respect in an era dominated by new channels like messengers, in-app notifications, and push alerts?

The DMA’s Consumer Email Tracker research measures consumer preferences for email throughout the entire customer journey — from the pre-sale phase (discounts, promotions, reviews) to the post-sale phase (receipts, order confirmations, delivery information, etc.). Across the board, consumers rank email as a priority channel.

This might be explained by oversaturation with advertising and marketing messages on other platforms. Surprisingly, email has regained its personal touch. Users choose when to check their inbox and which messages to open. Unlike intrusive push notifications, email is a channel where the recipient controls communication — they decide when and what to read. That’s why emails are once again perceived as personal and trusted communication.

Key Findings

• 64% prefer email for deals.

• 77% check spam folders weekly.

• 61% open emails for the brand, not the subject line.

• Perceived usefulness jumped from 15% to 32%.

This demonstrates that the audience has learned to distinguish value from spam. Direct sales are becoming a thing of the past. Emails that provide genuine benefits take center stage. Established customer relationships and high loyalty automatically boost sales. Modern emails solve problems, share engaging content, offer life hacks, and deliver gifts.

The email channel has transformed into a space for dialogue rather than pressure. People look forward to emails when they bring value. This is not an outdated technology but the most human-centered format of digital communication.

Example in use
A skincare brand sends “Keep your skin hydrated this winter” instead of “-20% off today.” Inside — expert advice and product guides. CTR climbs, trust grows.

Implications for Brands

• Focus on content over discounts. Be useful.

• Respect frequency. Ask how often recipients want emails.

• Non-sales emails build trust.

• Brand identity beats clickbait.