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Direct Response Marketing

Millennials Most Receptive to Digital Marketing

16 Sep, 2009 Response This Week

DALLAS – An Epsilon Global Consumer E-mail Study reveals that millennials, people ages 18-25, are highly receptive to digital marketing messages. This group is more willing to receive permission-based E-mail messages and to use IM, SMS text messaging and social networks.

Compared with other age groups, millennials are more likely to use IM, social networking and text messaging as their primary tool for personal communications. More than 35 percent of the age group (versus 26 percent of 26-35 year olds and 11 percent of 36-45 year olds) picked instant messaging as their preferred communication.

Another standout piece of the study is that millennials are more receptive to both online and offline specials in permission-based E-mails. Some even prefer offers more than once a day from online merchants (34 percent), entertainment (32 percent), sports (28 percent), offline retailers (26 percent), and electronics (21 percent).

“This research emphasizes the importance of segmented and targeted marketing campaigns since there’s a clear difference in behavior among age groups,” says Kevin Mabley, senior vice president of strategic services at Epsilon. “To ensure the greatest return on marketing investment, today’s marketer needs to be cognizant of the audiences they want to reach and adjust messages, vehicles and offers to appeal to these customers and prospects.”

Other findings in the survey reveal that millennials demand personalization in E-mail subject lines and are most interested in breaking news and limited time offers. However, there are security and privacy concerns among this group.

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