Consumers have had enough of promotional spam e-mails

According to a nationally representative survey of 2,000 people conducted by Nitro, shopper loyalty is primarily determined by brand reliability and quality: 41% of respondents cited this as the most important factor; this is followed by high-quality, personalised communication at 36%. 64% of respondents only want to receive e-mail messages if they are genuinely interesting and contain offers that are personally relevant to them.

Anita Papp-Nyilas
COO
Nitro

“We should respect customers enough to address them in a personalised way, rather than alienating them with unfiltered marketing messages from the brand”,

says Nitro’s COO Anita Papp-Nyilas.

This article is available for reading in Trade magazin 2026/04