"Consumers are becoming increasingly selective about the marketing messages they receive, and brands must adapt accordingly. Consumers expect timely, relevant messages that help them during their shopping journey."

Pini Yakuel, CEO at Optimove, commented on findings from Optimove's report, "The 2024 Optimove Insights Report on Marketing Fatigue: Consumer Perspectives,” which found that 81 percent of consumers unsubscribe from brand marketing that becomes obsessive.