April 7, 2016

Millennials (19 to 24 years old) are now the largest segment of consumers in America. So, how do you reach them? Well, if you do not have an email marketing program, you could be missing them.

According to a study by Adestra, a provider of marketing technology software and services, 73% of Millennials said they prefer to receive communication from a business via email. In addition, more than half rely on email to buy things online. Not surprisingly, the same holds true for Gen X and Baby Boomers.

Email Use All  19-24
Everyday life 74% 77%
Buy things online 51% 59%
Communicative with friends/ family 45% 47%
Work 41% 48%
My parents got me one 11% 5%
I don’t know, I rarely use it 5% 3%

Although smartphones and laptops have the highest use among all recipients, tablets, laptops and smartphones dominate younger users, while older users are more likely to use feature phones, landline telephones, and desktop computers.

The study finds that people use their smartphones for personal communications (calls, texting, browsing, email and social media) over business calls and business email. And, email isn’t dying among younger users, says the report. Consider the personal email use broken out by age groups: 90% for teens, and 91% for older.

Device 19-34 56-67
Mobile Phone other than Smartphone 16% 30%
LandLine Telephone 22% 62%
Tablet (such as iPad) 56% 47%
Desktop Computer 46% 67%
Laptop Computer 84% 64%
Smartphone 92% 65%

Bottom-line: You’re far behind the curve if you haven’t made your digital presence, (email, landing pages, entire website) mobile-responsive and if you do not have an email marketing effort. If you need help running one, give me a call.



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