Millennials Highly Receptive to Permission-Based Email

September 17, 2009

This article is included in these additional categories:

Analytics, Automated & MarTech | Asia-Pacific | Email | Europe & Middle East | Technology | Youth & Gen X

Members of the Millennial generation around the world are more digitally connected and more willing to receive permission-based email messages than other segments of the population, but are at the same time more wary and concerned with security and privacy, according to the most recent 2009 Global Consumer Email Study from Epsilon.

The research found that -? not surprisingly – those between ages 18-25 are more likely than their older counterparts to use tools such as instant messaging (IM), social networking and text/SMS messages as their primary method of personal online communication. More than one-third (35%) cited instant messaging, whereas 26% of 26-35 year olds and 11% of 36-45 year olds selected IM.

In particular, Millenials in Asia Pacific use more tools and devices than other parts of the world, Epsilon said.

Millennials also are more receptive to both online and offline promotions in permission-based emails (PBEs), defined as email communications from a marketer to a consumer or business that subscribed or opted-in to receive email communications from the sender. A higher percentage of Millennials report that they want to receive certain types of PBEs more than once a day, including specials/offers from online merchants, entertainment, sports, special offers from traditional (offline) retailers, electronics information, and telecommunications information:


Moreover, Millennials are more willing to stay in email programs than their elders who are more likely to unsubscribe, the study found. Again, these trends are more predominant in Asia Pacific, where Millennials are interested in many different kinds of offerings and are willng to? receive information on a daily basis.

Millennials Demand Personalization

Millennials are savvy online users of email and are particularly responsive to subject lines that are personalized with an individual’s name. Personalization within the email strongly or somewhat increases the likeliness that they will respond. These individuals are also most interested in breaking news and limited-time offers, which may be the result of the popularity of mobile devices among this age group.

Security Concerns Heightened

Concerns about security of PBE offers are greater amongst millennials than older individuals as well as the seeming lack of human interaction. This group uses more tools to prevent spam and indicates a greater concern about privacy and security.

“This research emphasizes the importance of segmented and targeted marketing campaigns since there’s a clear difference in behavior among age groups,” said Kevin Mabley, SVP of Strategic Services at Epsilon. “To ensure the greatest return on marketing investment, today’s marketer needs to be cognizant of the audiences they want to reach and adjust messages, vehicles and offers to appeal to these customers and prospects.”

About the study: Epsilon’s Global Consumer Email Study is based on an April 2009 survey of more than 4,000 consumers in the US, Canada, China, Singapore, Hong Kong, Australia, India, Malaysia, Japan, the UK, France, Germany and Spain. The survey, conducted by ROI Research, explored email practices in various parts of the world. The study builds on similar research conducted in the US from 2002-2005 and APAC in 2008.


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