Two-thirds of British consumers (67%) have revealed they consider nudge tactics to be “misleading”, according to new data.

According to a study by Twilio, 39% of UK consumers revealed they would prefer to never encounter nudge marketing and sales tactics, which includes last chance to buy’ notifications and countdown clocks.

Subscribe to Mobile Marketing Magazine

Click here to get the latest marketing news free in your inbox every Thursday

Some 70% said that they do not trust the authenticity of nudge tactics, with 65% of Brits revealing they would actively boycott brands who use such tactics.

Meanwhile, 39% of those surveyed said they felt frustrated when a brand uses this tactic with 22% stating they felt tricked and 13% saying they felt panicked.

Twilio Customer Engagement Expert, Sam Richardson, said: “There’s a huge difference between sharing useful offers, promotions, and reminders, and then applying unwanted pressure. It’s important for brands to listen to what consumers are saying here.

“Having access to first-party data, in real-time, can help brands to deliver highly personalised customer interactions – in their preferred format and on their preferred channel. It will also give brands the power to foresee when follow-ups and reminders are likely to strike the wrong or right chord.”

Richardson added: “For example, if a customer is already in touch with a customer service complaint, promotional emails are unlikely to resonate. There’s a significant opportunity for brands to get this right and take us into a new era of respectful marketing practices.”