Consumers are taking control of in-bound communication channels, unsubscribing to irrelevant e-mail, and defecting from brands that continue to deliver irrelevant content and random mass mailings, according to a new poll from the Chief Marketing Officer (CMO) Council and InfoPrint Solutions Company.

While 64 percent of consumers say promotional offers dominate both the e-mail and traditional mail they receive, only 41 percent view these as must-read communications. Of the 91 percent of consumers who opt out or unsubscribe to e-mails, 46 percent are driven to brand defection because the messages are simply not relevant.

The threat of customer churn and disconnection intensifies as 41 percent of consumers say they would consider ending a brand relationship due to irrelevant promotions, and an additional 22 percent say they would definitely defect from the brand.

Yet, while marketers continue to weigh the pros and cons of e-mail versus printed postal mail, consumers are much more concerned about the level of individualization and understanding of their needs and relationship with the brand.

“Irrelevant, impersonal communication, be it e-mail or traditional mail, is a waste as it does not engage a receptive recipient,” said Liz Miller, vice president, Programs and Operations, CMO Council. “It is no surprise that consumers are opting out of irrelevant e-mails. However, what is a grave sign for marketers to heed is that customers will disconnect and stop doing business with brands who continue to send messages that demonstrate a lack of intimacy, customer insight and individual understanding.”

A complimentary summary report of findings may be downloaded at Precision Promotion.