Email Still Reigns As Consumers’ Favorite Marketing Channel … But Relevance Is The Missing Link

Consumers continue to prefer email as the best way for marketers to reach them.

60% prefer that brands reach them on that channel, according to recent Optimove numbers, ahead of social media ads (50%), mobile or web push notifications (37%), mobile or web ads (36%), or text (34%).

However, as the Optimove Insights Marketing Fatigue Report 2026 found out, how consumers keep up their inboxes leave a lot to be desired for any marketers counting on a reaction.

“Only 11% report having no unread marketing emails, signaling that brands can be under-delivering on the elements consumers care about the most: relevance,” says the report. “Inbox behavior indicates that 89% accumulate from dozens to thousands of unopened messages, indicating that preference alone does not guarantee engagement.”

What Makes Someone Open A Marketing Email?

Relevance, as far as being about an offer or product that a consumer is interested in at that time, is the top factor that will inspire someone to open an email. 41% of consumers picked that No. 1, ahead of a brand’s identity (22%), personalization beyond just their name (18%), and a “catchy subject line” (10%).

(Source: Optimove)

“Brands should shift from maximizing email volume to maximizing relevance,” says the report. “Use behavioral and intent data to align content with real interests, recently viewed products, and active shopping signals. Trigger emails dynamically using precise segmentation and personalize beyond the surface to ensure messages consistently reflect what matters to each customer.”

For more information about how to improve your email deliverability, download A Beginner’s Guide to Email Marketing by Mirabel’s Marketing Manager: