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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