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BizReport : Email Marketing : September 21, 2009

Epsilon: Try email to engage Millenials

When it comes to email marketing, it may behoove marketers to target a new - and younger - demographic. Although for years studies have shown that older Americans, specifically Boomers and the over 65 set, are more receptive to email marketing. This new study shows that Millenials, those between 18 and 25 years of age, may be a good target, too.

by Kristina Knight

Researchers have found that, because Millenials have always been connected they are more likely to be open to receiving permission based emails, as long as their privacy and security are not endangered.

Here is what researchers found:

• Millenials are more likely to IM, social networks, text/SMS message than other demograhpics
• 35% of Millenials say IM is their most important communication form
• Millenials are receptive to online and offline specials or 'deals' offered via email
• Millenials receptive to multiple offers in a single day

"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."

The key, of course, is to test and to target. Email marketers need to have different messages for Millenials than they have for Boomers. Millenials will respond to different types of offers and, as this study shows, may respond to multiple offers in a single day. By creating campaigns specifically for Millenials, marketers have a better chance of engaging them. Testing the messages will optimize this even more by showing marketers which Subject line, message body or links are most clicked upon.

Tags: email, email marketing, email messages, email trends, Epsilon, Global Consumer Email Study, Millenials

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