This Everlytic paper examines what influences South African consumers to subscribe to, open, read, and unsubscribe from commercial emails. Based on a survey of nearly 2,000 internet users, it finds that relevant content, trusted brands, and privacy assurance are the strongest drivers of email engagement, while spam concerns, irrelevant content, excessive email frequency, and unrecognized senders are the primary reasons for avoiding or unsubscribing from emails. The report also highlights demographic differences, showing that younger users value entertainment, women respond more to discounts and promotions, and email remains a preferred channel for receiving news over social media. It emphasizes the importance of audience segmentation, personalization, recognizable sender identities, clear

Join for free to read