{"id":366088,"date":"2026-03-24T07:24:42","date_gmt":"2026-03-24T11:24:42","guid":{"rendered":"https:\/\/tech.co\/?p=366088"},"modified":"2026-03-24T07:27:17","modified_gmt":"2026-03-24T11:27:17","slug":"study-consumers-want-brand-emails-feel-human","status":"publish","type":"post","link":"https:\/\/tech.co\/news\/study-consumers-want-brand-emails-feel-human","title":{"rendered":"Study: 37% of Consumers Want Brand Emails To Feel Human"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column]\n<\/p><div class=\"verdict-box inform-box\" data-eventcategory=\"verdictbox\" data-component=\"verdict-box\" data-total-positions=\"3\">\n\n <div class=\"verdict-box-wrap inform-box-wrap\">\n <h3 class=\"verdict-box-title\">Key Takeaways<\/h3>\n \n <div class=\"verdict-box-info\">\n<ul>\n<li>37% of consumers have said that they <strong>trust brands more when email communications feel human<\/strong>, as more businesses turn to using AI within email campaigns<\/li>\n<li><strong>Consumers aren&rsquo;t completely against AI use<\/strong>, however, value is increasingly put on the connection they are able to make with brands based on marketing communications<\/li>\n<li>Overall, consumers <strong>prioritize personalization and relevance<\/strong> when it comes to brand emails, suggesting that the human touch remains vital to gaining trust<\/li>\n<\/ul>\n<p>\n<\/p><\/div>\n <\/div>\n\n <div class=\"verdict-box-footer inform-box-buttons\">\n <div class=\"container\">\n <div class=\"row\">\n <\/div>\n <\/div>\n <\/div>\n\n<\/div>\n[vc_column_text css=&rdquo;&rdquo;]<strong>37% of consumers trust brands more when their email communications feel human<\/strong>, according to a recent study.\n<p>While consumers <strong>aren&rsquo;t set against businesses using AI in brand emails<\/strong>, above all, the study shows that <a href=\"https:\/\/tech.co\/news\/ai-drive-hospitality-experiences-report\"><strong>personalization<\/strong><\/a> and relevance are the key makers of trust.<\/p>\n<p>Businesses can utilize AI tools for monitoring email marketing campaign success, however, the human touch <strong>remains a vital component <\/strong>to ensure communications feel personal.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=&rdquo;2\/3&Prime;][vc_column_text css=&rdquo;&rdquo;]<\/p>\n<h2>Consumers Trust Brand Emails That Feel Human, Despite Being Less Polished<\/h2>\n<p>In a recent <a href=\"https:\/\/www.adobe.com\/express\/learn\/blog\/ai-marketing-emails\" target=\"_blank\" rel=\"noopener noreferrer\">Adobe Express study<\/a>, 37% of consumers revealed that they <strong>trust brands more when marketing emails feel human<\/strong>, even if this makes them appear less polished. This suggests that personal and authentic communications matter more to consumers today than perfection.<\/p>\n<p>Similarly, 18% of consumers said they have <strong>unsubscribed from marketing emails in the past<\/strong> because they suspected it was written by AI.[\/vc_column_text][\/vc_column][vc_column width=&rdquo;1\/3&Prime;]<\/p><p>&nbsp;<\/p>\n<p style=\"text-align: center\"><a class=\"js-aw-brand-link\" href=\"https:\/\/compare.tech.co\/software-deals-live\/\" data-feed=\"XuPuf49GEEm4y0PaIQDZ0dEjkEf760Vv\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-333457\" src=\"https:\/\/images.tech.co\/wp-content\/uploads\/2024\/06\/18114043\/About-Techco-video.jpg\" alt=\"About Tech.co Video Thumbnail Showing Lead Writer Conor Cawley Smiling Next to Tech.co Logo\" width=\"200\" height=\"200\"><\/a><strong>This just in! View<\/strong><br>\n<strong><a href=\"https:\/\/compare.tech.co\/software-deals-live\/\">the top business tech deals<\/a> for 2026 &#128104;&zwj;&#128187;<br>\n<\/strong><a class=\"js-aw-brand-link\" href=\"https:\/\/compare.tech.co\/software-deals-live\/\" data-feed=\"XuPuf49GEEm4y0PaIQDZ0dEjkEf760Vv\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-348272 aligncenter\" src=\"https:\/\/images.tech.co\/wp-content\/uploads\/2024\/09\/09122654\/ok-1.png\" alt=\"See the list button\" width=\"200\" height=\"85\"><\/a><\/p>\n[\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text css=&rdquo;&rdquo;]Adobe Express surveyed 1,007 consumers in the US as part of its study, with data being collected in December 2025.<br>\n\n <div class=\"lytics-newsletter-container\">\n <div class=\"lytics-loading-spinner\">\n <div class=\"spinner\"><\/div>\n <\/div>\n <div class=\"lytics-newsletter-QbrNEOBE\"><\/div>\n <\/div>\n\n <script>\n            (function() {\n                        \n        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first matching segment from modules.target that exists in userAudiences\n                        const findMatchingSegment = (modules) => {\n                            \/\/ Loop through modules.target in priority order\n                            for (const module of modules.target) {\n                                \/\/ Check if this module's segment exists in userAudiences\n                                if (userAudiences.includes(module.segment)) {\n                                    return module;\n                                }\n                            }\n                            \/\/ If no match found, return the default module\n                            return modules.target.find(module => module.segment === 'all');\n                        };\n\n                        var modules = {\n                            target: [\n                                                                {\n                                    segment: 'all',\n                    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[matchingModule] : []\n                        };\n\n                        pathfora.initializeWidgets(filteredModules, defaultConfig);\n\n                        \/\/ Remove loading spinner after widget initialization\n                        const loadingSpinner = newsletterContainer.previousElementSibling;\n\n                        if (loadingSpinner) {\n                            loadingSpinner.classList.add('hidden');\n                        }\n                    });\n                }\n\n                initializeNewsletterWidget();\n            })();\n        <\/script>\n [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text css=&rdquo;&rdquo;]\n<h2>Consumers are Generally Wary of AI in Email Marketing<\/h2>\n<p>On average, consumers estimated that they receive <strong>around six AI-generated emails per week<\/strong>, highlighting an <strong>increased use of AI <\/strong>within email communications. However, this isn&rsquo;t always welcomed, as almost half (46%) of consumers surveyed said they would be more likely to unsubscribe from emails if they knew an email was written by AI.<\/p>\n<p>Despite <a href=\"https:\/\/tech.co\/news\/report-cmo-avoid-genai-marketing-campaigns\"><strong>not all marketers embracing AI<\/strong><\/a> in this space, these findings suggest that consumers are increasingly paying attention to the way emails are written, and that<strong> AI use can be detrimental to how much trust is fostered<\/strong> between brands and their audiences.<\/p>\n<p>Additionally, 78% of consumers highlighted that<strong> messages that felt too salesy or pushy made emails less appealing<\/strong>, as well as wordy emails (46%) and generic messaging (37%).[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text css=&rdquo;&rdquo;]<\/p>\n<h2>The Way Forward Blends AI with Human Creativity<\/h2>\n<p>Overall, 60% of consumers said an<strong> email that sounds like a real person wrote it is what makes it feel truly personalized<\/strong>.<\/p>\n<p>That being said, 37% of consumers said they don&rsquo;t care whether a marketing email sounds human or AI-generated, so long as the content within is useful and relevant to them. This positions <strong>personalization and relevance as the gold standard<\/strong> of marketing emails.<\/p>\n<p>These findings state that <strong>consumers are not entirely averse to the use of AI in email marketing<\/strong>, however, businesses should focus on creating a balance that includes both human creativity and AI, in order to achieve the personalization and relevance consumers feel from a human-written email.<\/p>\n<p>AI can be highly beneficial to campaigns, by <strong><a href=\"https:\/\/tech.co\/news\/us-employees-use-ai-daily-work\">monitoring key metrics<\/a> and analyzing trends<\/strong> for example, but businesses seem apt to lose their audience when they attempt to replace the trust consumers feel from human creativity.[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>While many don&#8217;t mind AI use, personalization and relevance are non-negotiables in brand emails. <\/p>\n","protected":false},"author":9784,"featured_media":366101,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"single-sidebar.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-366088","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","col-12"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>New Study Finds Consumers Want Brand Emails To Feel Human<\/title>\n<meta name=\"description\" content=\"A new study has found that a significant number of consumers value personalization and the human touch within brand emails.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tech.co\/news\/study-consumers-want-brand-emails-feel-human\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"New Study Finds Consumers Want Brand Emails To Feel Human\" \/>\n<meta property=\"og:description\" content=\"A new study has found that a significant number of consumers value personalization and the human touch within brand emails.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/tech.co\/news\/study-consumers-want-brand-emails-feel-human\" \/>\n<meta property=\"og:site_name\" content=\"Tech.co\" \/>\n<meta property=\"article:published_time\" content=\"2026-03-24T11:24:42+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-24T11:27:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/images.tech.co\/wp-content\/uploads\/2026\/03\/Email-Marketing-AI.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"960\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" 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