New analysis of nearly 70 million email marketing messages suggests UK consumers are engaging far more selectively with digital content – but converting at significantly higher rates when they do. This is part of a wider shift, also seen in retail media, towards quality leads over quantity.
The data, released by digital marketing platform esbconnect and based on 67 million messages, 200,000 clicks and 17,584 qualified leads, shows purchasing behaviour edging back towards the “cocooning” mindset seen during the Covid years. As the cost-of-living crisis continues to bite, with anxiety over the Middle East conflict adding pressure to household finances, consumers are focusing on their homes, prioritising long‑term value and actively searching for ways to reduce household costs.
Crucially for retailers, engagement is shifting from the open-and-click metrics that long dominated email marketing. Clicks may be declining, but intent is intensifying — with more consumers choosing to search or visit brand sites directly after receiving a message, bypassing traditional pathways.
Three trends stand out
The data shows three clear trends: higher‑intent channels now deliver stronger conversion, lead generation is proving its value again, and retailers chasing high‑volume, low‑quality traffic are seeing diminishing returns.
“Consumers are becoming more selective about what they engage with, but far more likely to convert when they do,” says Suzanna Chaplin, CEO of esbconnect. “In other words, the internet is moving from a discovery economy to an intent economy. Clicks are becoming rarer, but far more valuable, and brands that capture consumers when they are actively researching a purchase massively outperform those chasing cheap traffic.”
Home improvements drive high‑value conversions
The big winners from this shift in consumer behaviour are retailers operating within the home improvement space. In a sluggish housing market, consumers are choosing to invest in their current homes. For retailers and brands in home improvement, the data shows intent translating into real actions: design appointments, major renovation plans and bigger‑ticket upgrades.
“Consumers may be cutting back on smaller purchases, but when it comes to improving their homes, the intent is extremely strong,” Chaplin says.
Finance, utilities and telecoms see accelerated conversion
Lead volumes in financial services and utilities remain high, with conversion rates rising between twofold and fivefold across remortgage offers, life insurance, car finance checks, boiler switches and broadband deals.
“Click‑to‑conversion rates for a lead have doubled in the last 12 months,” Chaplin says. “Consumers are actively trying to reduce monthly household bills… and the ongoing global situation has only increased this.”
Ecommerce sees growing engagement but longer journeys
While ecommerce brands are still driving some of the biggest lead volumes, consideration periods are lengthening.
“There is still demand here, and people are spending, but you are better off getting consumers into your first‑party database and nurturing, rather than focus on pushing a sale now,” Chaplin says. “Consideration periods have lengthened.”
Esbconnect’s data shows that, despite the current challenging economic environment, there are still fresh opportunities for retailers and brands – particularly those operating in home improvement, finance and insurance. Agile brands that are able to pivot marketing campaigns and digital strategy to align with this shift in consumer behaviour are best-positioned to benefit.
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