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BizReport : Email Marketing : March 25, 2016

Don't rule out email when communicating with Millennials

Marketers looking to engage Millennials just need to hop on to a social media network, right? Not necessarily. According to new research from Epsilon, Millennials are just as likely to respond well to old-school tactics such as email and printable coupons.

by Helen Leggatt

According to Epsilon's research, email is far from dead and younger generations are just as motivated by, and likely to heed, email as older generations.

The study found that more Millennials than shoppers overall are checking out email marketing messages from retailers - 43% versus 32% - and that email is getting higher response rates than other channels. More than half (53%) of Millennials shoppers used daily deal in the six months duration of the study compared with 38% of shoppers overall.

When looking for the best prices, Millennials not only readily open retailers' emails, but 56% of use price comparison sites more often than they did six months ago and 51% said they spend more time looking through companies websites.

Furthermore, across the study duration, nearly half (47%) of the generation younger than Millennials (Gen Y) used more printable coupons than they did previously.

Epsilon's research echoes that of Adestra which found 68% of teens and 73% of Millennials believe brand communications should come via email.

Image via Shutterstock

Tags: email marketing, Millennials, research

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