Emails Miss Mark for Most of Gen Y
Only 28% of those between ages 18 and 24 say the email they currently get from companies is
relevant to them, but many in this age group would be more open to more innovative emails they
have more control over, according to according to a study from the Participatory Marketing
The study of Generation Y consumers - also known as Milennials, finds that this age group
would potentially welcome direct brand interactions through email, but wants more ability to
control, organize and manage the interactions.
Key findings from the survey:
Gen Y consumers are eager to see “innovative services” that allow them to better control,
organize and manage email coming from brands.
78% would like their email client to automatically categorize and delete
expired promotional messages.
62% would like communicate directly with retailers about their favorite
products in exchange for getting the best prices from them.
44% say they‟d subscribe to an email service that collected and
summarized multiple offers of interest to them.
32% say they‟d share promotional email offers with members inside a
social network and open emails from others.
More than half of Gen Y consumers (51%) say they‟d join a separate social network
dedicated to managing brand interactions
These findings are consistent with an earlier phase of research that found ads on social networks
are not relevant to 81% of Millennials.
“While online marketing continues to evolve, traditional email communications from marketers
have remained surprisingly stagnant,” said Michael Della Penna, PMN‟s co-founder and
executive chairman “For email to remain relevant for today‟s „iPhone generation,‟ brands must
introduce new thinking and innovative features that give users more control and allows them to
participate in a mutually beneficial relationship with them.”
About the study: The study was conducted in February 2009 by PMN, in collaboration with Pace
University‟s Lubin School of