Digital marketing enables brands to connect with global audiences however, it has a downside to it too which brands should take care of. ParcelLab presented a research report with YouGov after surveying 1,185 US adult online shoppers, showing how certain marketing emails trigger emotional responses. As per the findings, brands are carelessly sending marketing emails to all of their customers without being relevant to customers’ needs or preferences. 49% of the participants claimed to be irreverently marketed, rendering 88% to act against the brand, 42% to unsubscribe from marketing content, 24% to block the brand’s content, and 22% not to buy again from the brand. The report, The Emotional Shopping Experience, also highlighted factors such as environmental initiatives that drive US consumers to shop.

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