Millennials and Email

Email marketers had better adapt now to Millennials' attitudes and behavior, as they represent the "new normal," says the Direct Marketing Association.

DMA surveyed over 1,200 consumers and found:

 - Millennials prefer pictures in emails and are correspondingly less enthusiastic about text.

 - Millennials, nevertheless, are twice as likely as older consumers to read long emails.

 - Millennials are better disposed to personalization than older consumers.

 - Millennials are more likely to be tolerant of senders they don’t recognize than older consumers.

 - Millennials are less likely to unsubscribe from marketing emails than older consumers.

 - Millennials are more likely than older consumers to have two email addresses, and are more likely to have a dormant or "ghost" account.

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