Optimove, the first Customer-Led Marketing Platform, has announced the release of its 2025 Optimove Insights Consumer Marketing Fatigue Report. Based on a survey of 329 U.S. consumers conducted in November/December 2024, the report highlights the critical challenges marketers face as they try to maintain customer engagement amidst the growing risk of marketing fatigue. With consumers demanding more personalized, relevant, and timely interactions, the report provides actionable strategies for marketers to rise above the noise, retain customer loyalty, and optimize customer lifetime value.

Findings from the Report

• Message Overload Leads to Unsubscribes
  Seventy percent (70%) of consumers have unsubscribed from at least three brands in the past three months due to message overload. Notably, 37% find email the most irritating channel for excessive communication.

• Personalization Drives Engagement
  Consumers are more likely to engage with personalized content, with 81% more likely to open emails tailored to their interests. 67% are more inclined to purchase when recommendations align with their past behaviors.

• AI as a Marketing Game-Changer
  59% of consumers trust brands using AI for personalization, though transparency and data privacy remain top concerns.

• Loyalty vs. Exploration
  76% of consumers regularly engage with their favorite brands, but 47% try new brands weekly, highlighting the need for strong retention strategies alongside customer acquisition.

Blueprint for Marketers: Strategies to Combat Fatigue

The report also offers marketers a blueprint to reduce fatigue and foster meaningful customer connections:

1. Embrace Personalization
   Move beyond basic tactics to tailor offers and experiences based on customer preferences and behaviors.

2. Leverage Real-Time Analytics and AI
   Use AI-powered insights to deliver relevant, timely, and impactful communications that drive engagement.

3. Give Customers Control
   Allow customers to control message frequency and content to build trust and enhance engagement.

4. Balance Loyalty and Exploration
   Develop retention initiatives alongside dynamic campaigns that attract and retain diverse audiences.

Positionless Marketers: The Future of Marketing

Optimove introduces the concept of the Positionless Marketer, a marketer whose capabilities are powered by AI and GenAI technology. These marketers leverage three core powers:

• Data Power
  Positionless marketers analyze customer behavior in real-time, enabling them to tailor campaigns and make data-driven decisions instantly.

• Creative Power
  Creativity becomes a dynamic, tech-powered process. Using tools like GenAI, marketers can quickly generate assets, from personalized emails to dynamic web content.

• Optimization Power
  Campaigns continuously optimize in real-time, ensuring messaging, offers, and delivery channels are always relevant and effective.

The findings from the 2025 Optimove Insights Consumer Marketing Fatigue Report highlight the urgent need for brands to evolve their strategies. By embracing AI-driven personalization, providing consumers with control over messaging, and balancing loyalty-building with acquisition, marketers can combat fatigue and create deeper, more impactful connections with their customers.