Email me: The preferred brand marketing platform for millennials

In the digital era email may seem the antiquated communication system in comparison to WhatsApp, Snapchat, Twitter and other social media options, but a new study by customer experience platform Bluecore, tells us that's exactly how millennials prefer brands to engage with them.

Millennials, the demographic born between 1980 and 1995, are quickly catching up to Generation X (those born between 1965 and 1980) with their immense purchasing power, and brands are keen to understand how to engage with them and ultimately influence their spending habits.

Millennials are connected 24/7

According to Bluecore, the key to understanding what motivates Millenials is understanding this demographic is connected 24/7. Research from Neilsen shows Millennials own more devices than previous generations; are connected and available wherever they are; and expect the same from friends, family and even brands.

In addition to this, every few years a new social channel manifests, such as Snapchat in 2011 and Instagram in 2010, there are new ways for brands to connect with younger generations. Not wanting to risk getting left behind, brands rush to establish their presence on these channels, while also maintaining their continuous presence everywhere else. With so many channels and marketing options, brands need to understand how best to reach potential customers.

Interestingly, Millennials are less concerned about their digital privacy than other generations. While personalised marketing content is valued across generations, research by the American Press Institute found that only 20 percent of Millennials worry about digital privacy, 46 percent say they worry “only a little” and 34 percent said they “don’t worry at all.”

So what does this mean?

When consumers were asked how they would prefer to receive brand communications, an overwhelming number chose email (68 percent). In fact, across all demographics, respondents preferred email more than all other channels combined.

Although younger audiences do find channels such as Facebook, in-store and text to provide some greater personalization, email still overwhelmingly outperforms all other channels for both Millennials (64 percent) and Generation Z (60 percent). This shows that for all consumers, personalization is an incredibly important aspect of communication and email is the channel that delivers that experience best.

The study further shows us email is largely being read on mobile devices, and this is true for all demographics, with smartphones (53 percent) the preferred choice.

How can brands leverage this knowledge into sales

By executing interesting and personalized digital marketing campaigns are applicable across many generations. More than two-thirds of consumers say they believe email is the most personal way that they interact with retailers – so brands should make certain the relationship continues to feel personal by sharing the right messages and offers at the right time.

And all without spamming.

Source:Bluecore platform, www.bluecore.com

Photo credit:Blue core email