In the very crowded and competitive marketing landscape, many marketers get worked up when they’re tasked with reaching Millennials. While popular beliefs have it that social media is where they should concentrate their efforts, a new study brings a glimmer of hope to those who believe email marketing is not a thing of the past.
The study, carried out by global marketing company Epsilon, focuses on the Retail sector, and found that Generation Y use emails more than other age groups to find products and services. More importantly, email is gaining momentum, as 43% of Millennials said they’ve checked retailers’ emails more often in the past six months – in other age groups, that same behavior has been replicated by only 32% of respondents. While many Millennials click on emails once in a while, a good fraction of others read them to hunt for promotional offers.
To find the best prices, Millennials are not only ready to open their emails, but also to take some additional time to do research: 56% percent of respondents are using price comparison sites more often and 51% said they spend more time looking through companies websites.
You get the gist: Millennials invest time to save money. Perhaps surprisingly, Millennials are also ready to go back to old-school tactics. Dallas-based Epsilon also revealed that 47% percent of Gen Y’ers took advantage of printed coupons lately. That’s 13% more than consumers in other age groups.
These are all insightful findings, and remind marketers that email marketing offers great opportunities that should not be overlooked. Upon subscribing to a mailing list, consumers give marketers a basic level of permission, something that is unmatched on social media – where posts regularly come up from Pages and accounts that users don’t follow. Tools like advanced email automation based on customer behavior segmentation will let you deliver the right message at the right time to your subscribers.
Marketers, should regard their email subscribers as folks who want to hear from you. So, you will have to meet their demand!
You might also like
More from Experts Talk
Does Custom Alt Text Improve Reach On Instagram?
In this month's experiment, we set out to find out whether adding custom alt text on Instagram posts improves reach.
Does Cross-Posting YouTube Links On Other Platforms Result In Lower Reach?
In this month’s social media experiment, we set out to find out whether posting YouTube links on other platforms results …
Do LinkedIn Pods Work? Performance Insights And Key Learnings
In this month’s social media experiment, we set out to find out what LinkedIn pods are and whether they actually …
Instagram Reels: Do Longer Captions Lead To More Engagement?
Do longer Instagram Reels captions generate more engagement? Amanda Wood, Senior Social Marketing Manager at Hootsuite, and her team find …
Does Boosting Instagram Posts Increase Profile Reach And Engagement?
Does boosting your Instagram posts lead to increased profile reach and engagement? This month, Amanda Wood, Senior Social Marketing Manager …
TikTok’s 7-Second Challenge: Performance Insights And Key Learnings
Does TikTok’s 7-second challenge generate more engagement? Hootsuite's Senior Social Marketing Manager and her team seek the answer.
How Do Link Stickers In Instagram Stories Affect Engagement?
How Do Link Stickers In Instagram Stories Affect Engagement? Hootsuite's Senior Social Marketing Manager, Amanda Wood, and her team seek …
What Is The Best Time To Post On Instagram?
What's the best time to post on Instagram? Hootsuite's Senior Social Marketing Manager, Amanda Wood, and her team seek the …
Shutterstock Reveals Key Color Trends 2022
Shutterstock's Color Trends for 2022 sheds light on global preferences to help marketers catch viewers' attention and align brand messages …
