Millennials and Email Marketing

Tuesday 21st April 2015 by Richard Davey

Millennials (also known as the Millennial Generation or Generation Y) are the demographic cohort following Generation X, and Baby Boomer, born in the early 1980s to the early 2000s. A recent report by Skift looks at email marketing in the travel industry and reveals some interesting facts.

Although Millennials' use of email is very high compared to other demographics, their perceived value of email is much lower than that of direct mail. This does however depend on the product or offer being promoted, with some products such as discount flights and hotels being more popular.

There is also a surprisingly low number of people in the sample group who used email in the last 24 hours, which could indicate that for high value urgent re-marketing, email is not necessarily the best option.

From working with clients in various industries (mostly recruitment or travel industries) who require urgent responses from users in the Generation Y demographic, we have found that SMS has proved much more successful with a significantly higher response rate. This does come with disadvantages such as cost with bulk sending, with email costing around £0.00025 and SMS costing £0.03!

What experiences have you had with marketing and re-marketing to Millennials?