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BizReport : Email Marketing : March 09, 2015

Email not a dying channel for the young

If you think millennials would rather engage with retailers' offers and promotions via social media then, according to new research conducted by RapidCampaign, you might be wrong.

by Helen Leggatt

According to RapidCampaign's research among 2,000 U.K. consumers, social media is out when it comes to promotions and offers while traditional media is in. In fact, social media had little impact.

Instead of Facebook, Instagram or Twitter, it is email that is the channel of choice among millennials, followed by a retailer's website.

"The research tallies with suggestions that younger generations are increasingly less reliant on Facebook as a communication channel, and indicates that as far as promotions go it is not social networks they are turning to, preferring to find offers closer to the point of purchase on retailer websites," writes Laura Laamanen, CMO of RapidCampaign, on the company blog.

The research also highlights that email is far from dead. More than three-quarters (76%) of the consumers surveyed said they prefer to hear about retailers' promotions and offers via email, while 23% would prefer to see them on a retailer's website.

"Perhaps surprisingly, the figure for brand-owned sites was higher for younger generations, with 34% of 18 to 24 year olds claiming this was their preferred channel for promotion spotting - a percentage that declines steadily towards older age groups in favour of email," added Laamanen.

Image via Shutterstock

Tags: email marketing, millennial research, social media

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