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Millennial shift: Young consumers drive new email habits

DECEMBER 27, 2016 Millennial Marketing Insight from HypeLife Brands: "Millennial shift: Young consumers drive new email habits"

For consumers, the email address is the way to access so many of the useful things available on the web, like social media accounts, making purchases, banking and so on. For marketers, the email remains the most-used medium for reaching consumers.


The DMA’s Consumer Email Tracker 2016 research, sponsored by dotmailer, tracks the ways in which consumers use their inboxes to their advantage. This year consumers received more emails and more irrelevant emails than before, which could have negative repercussions for the medium. With 68% of consumers agreeing with the statement, ‘Most of the marketing emails I receive include no content or offers that are of interest to me’, and 84% of consumers finding less than half of their emails ‘interesting or relevant’.

We also learn that younger people, particularly Millennials, drive the new ways in which consumers use email, particularly on smartphones. 51% of consumers use email ‘on-the-go’ with a smartphone, up from 50% last year, which rises to 69% for younger respondents, meaning the smartphone is the primary device for email for these consumers.

Rachel Aldighieri, MD of the DMA, said, “Email is not just…[read the full article at]

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