Millennials embrace marketing emails via mobile

In their study of 1,795 U.S. consumers between the ages of 18 and 64, Mapp Digital found that, while checking email on laptop and desktop computers was nearly universal, nearly three-quarters (72%) now check their emails on a smartphone. That figure rises to 91% among those age 18 to 24 and 83% among those between the ages of 25 and 34.

This, says Sean Shoffstall, GM Americas and VP/Marketing at Mapp Digital, highlights “the mobile-first mindset of millennials, but also indicates the general population is not far behind”.

Of further interest to email marketers is Mapp’s finding that, as they grow older, recipients are far less tolerant of emails that do not render correctly. Nearly two-thirds (64%) of those aged between 55 and 64 will delete an email that doesn’t display correctly versus 38% of 18-20-year-olds.

Additional findings from Mapp’s report include:

– 77% do not have a separate email address to filter out marketing emails;

– 72% subscribe to more than four different companies to specifically receive marketing messages;

– 40% said they prefer to receive marketing emails once per week;

– 44% said they were likely to share information from marketing emails on social media (up from 19% in 2015).

“Email marketing is still very relevant to brands, specifically for the hard-to-reach 18-34-year-old audience,” said Mike Biwer, CEO, Mapp Digital. “The survey results suggest that this group of consumers are engaging with fewer brands on a more intimate level. Millennials and Gen Y are strong audiences for email marketers, but now more than ever, the email marketing experience needs to cater to what they want and how they want it.”