BizReport

RSS feed Get our RSS feed

News by Topic




BizReport : Email Marketing : June 15, 2017


Consumers opting for brand-only email accounts to manage inbox

More than one in three consumers have a separate email account purely for receiving messages from brands, according to new research from Yes Lifecycle Marketing. However, this is a good thing for marketers.

by Helen Leggatt

Yes Lifecycle Marketing's survey of more than 1,000 consumers of all ages found that more than one in three keep a separate email account for brand messages. That figure rises to 58% among Millennials but among Boomers stands at just 26%.

However, of those that keep a separate account, two-thirds (62%) check that account frequently whereas only half of consumers who don't have a separate account check their personal account for brand emails on a frequent basis.

"Perhaps because their inboxes have become flooded with marketing emails in recent years, consumers across generations are opting for brand-only email accounts; but this isn't a bad thing for marketers," said Michael Iaccarino, CEO and chairman of Infogroup, parent company of Yes Lifecycle Marketing. "Brands need cross-channel communication platforms so they can reach the ever evolving consumer when they want, where they want, and how they want."

The survey also found that more than two-thirds (68%) of consumers have made a purchase after receiving and brand email in the past three months while 47% of Millennials have made three or more. Generation Z, however, were found to engage less with email - 40% have not made a purchase from email in the past three months. Millennials are more likely than any generation to have made a purchase on Amazon in the past month (79%), followed by Generation X at 69%.

Tags: Amazon, email marketing, Generation X, Millennials, target audience










Subscribe to BizReport






http://www.bizreport.com/2017/06/consumers-opting-for-brand-only-email-accounts-to-manage-inb.html

 

 

Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.