Generational Divides in Email: Survey Results

Litmus is a proud trade chief, trusted by 700,000 advertising professionals together with 80% of the Fortune 100. With a view to assist e-mail entrepreneurs higher perceive the advertising panorama, we surveyed 1,000 U.S. shoppers about their e-mail preferences and summarized among the key findings beneath.

E mail amount 

• 67% of shoppers say they obtain too many day by day emails.
• 81% of Child Boomers say they obtain too many emails.
• Lower than 50% of Gen Z suppose they obtain too many emails.

Key e-mail amount takeaway

Whereas a majority of shoppers really feel overwhelmed by frequent emails from the identical firm, emotions fluctuate throughout age teams. Child Boomers specific probably the most frustration, with 81% reporting e-mail fatigue. But, lower than half of Gen Z share the identical concern.

This knowledge suggests corporations ought to fastidiously calibrate their email marketing strategies primarily based on age. Take an age-targeted method that respects particular person communication thresholds and preferences.

E mail varieties

• The three most participating e-mail varieties:
  • Promotional presents and reductions
  • Order confirmations and delivery updates
  • Product suggestions
• The three least participating e-mail varieties:
  • Instructional content material associated to merchandise/providers
  • Newsletters
  • Firm information and updates
• 78% of respondents ranked promos and low cost emails within the prime three most participating forms of e-mail.
  • Almost 50% of respondents and 66% of Gen Z ranked them first.

Key e-mail varieties takeaway

Shopper e-mail preferences reveal a transparent divide between informational and transactional content. Promotional presents and reductions dominate engagement metrics, with 78% of respondents highlighting these emails as of prime curiosity.

Generational variations are additionally clear with Gen Z exhibiting stronger enthusiasm—practically 50% place promotional emails on the prime of their inbox preferences. In distinction, academic supplies, newsletters and firm updates battle to seize viewers consideration. This means that customers prioritize perceived worth over broader company communication.

E mail personalization

• Solely 25% of Child Boomers discover personalization “extraordinarily” or “essential.”
  • Almost 60% of Millennials and Gen Z discover it “extraordinarily” or “essential.”
• 52% of shoppers discover title personalization, 40% discover personalization primarily based on previous purchases, and 39% discover product suggestions primarily based on searching historical past. 
• Individuals discover unique presents primarily based on loyalty standing, product suggestions primarily based on previous purchases, and content material tailor-made to pursuits as probably the most worthwhile parts in emails.
  • Reminders associated to latest actions, location-based presents or occasions, and customized product utilization ideas are the least necessary. 
• 57% stated they might be extra more likely to interact with advertising emails that comprise unique presents and reductions.

Key e-mail personalization takeaway

Millennials and Gen Z shoppers worth tailor-made content material greater than older generations. Entrepreneurs can enhance engagement by specializing in unique presents tied to loyalty standing, curating product suggestions that mirror particular person buy patterns, and creating content material that aligns with particular person pursuits.

Whereas youthful shoppers are extra receptive to email personalization, the broader attraction of focused reductions and unique promotions means that these parts can drive e-mail advertising effectiveness throughout generational traces.

Harness the facility of e-mail personalization

Create 1:1 experiences utilizing e-mail personalization that goes past “Howdy, %%first_name%%” with dynamic and real-time content material.

Personalize better

Information privateness 

• Solely 20% of child boomers are “very” or “considerably comfy” with corporations utilizing their knowledge, with 51% “very” or “considerably uncomfortable,” whereas 49% of millennials and 51% of Gen Z are “very” or “considerably comfy.”

• Solely 17% of shoppers would share location-based knowledge with corporations they belief, whereas practically 50% would share title and fundamental contact info and buy historical past. 

Key knowledge privateness takeaway

Shopper attitudes towards data privacy reveal a stark generational divide. Whereas older generations specific important reservations about knowledge utilization, youthful demographics present extra openness to sharing private info.

Though most are hesitant about location monitoring, practically half would willingly share elementary contact particulars and buy historical past with trusted organizations. This means that constructing shopper belief is extra necessary than the kind of knowledge being collected, with youthful shoppers demonstrating a extra versatile method to knowledge trade in comparison with their child boomer counterparts.

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