Litmus is a proud industry leader, trusted by 700,000 marketing professionals, including 80% of the Fortune 100. email preferences, and summarizes some of the key findings below.
Number of messages
- 67% of consumers say they receive too many emails every day.
- 81% of baby boomers say they receive too much email.
- Less than 50% of Gen Z believe they receive too much email.
Key email volume takeaways
While most consumers feel overwhelmed by frequent emails from the same company, consumers of different age groups feel differently. Baby boomers report the most frustration, with 81% saying they are tired of email. However, less than half of Gen Xers share the same concerns.
These data suggest that companies should carefully calibrate their Email Marketing Strategy According to age. Take an age-specific approach that respects individual communication thresholds and preferences.
Email type
- The three most engaging email types:
- Promotional offers and discounts
- Order confirmation and shipping updates
- Product recommendations
- The three least engaging email types:
- Educational content related to product/service
- Newsletter
- Company News and Updates
- 78% of respondents ranked promotional and discount emails as the top three most engaging email types.
- Nearly 50% of respondents and 66% of Gen Z ranked it No. 1.
Key Email Type Key Points
Consumer email preferences reveal clear distinction between informational and informational Transaction content. Promotional offers and discounts dominate engagement metrics, with 78% of respondents highlighting these emails as being of most interest.
Generational differences are also evident, with Gen Z showing greater enthusiasm – nearly 50% place promotional emails at the top of their inbox preferences. In comparison, educational materials, newsletters, and company updates struggle to capture your audience’s attention. This shows consumers prioritize perceived value over broader corporate communications.
Email personalization
- Only 25% of baby boomers consider personalization “extremely” or “very important.”
- Nearly 60% of Millennials and Gen Z consider it “extremely” or “very important.”
- 52% of consumers notice name personalization, 40% notice personalization based on past purchases, and 39% notice product recommendations based on browsing history.
- Exclusive offers based on loyalty status, product recommendations based on past purchases, and content tailored to interests are found to be the most valuable components of emails.
- Alerts related to recent activity, location-based offers or events, and personalized product usage tips are the least important.
- 57% of respondents said they would be more likely to read marketing emails containing exclusive offers and discounts.
Key email personalization points
Millennials and Generation Z consumers value customized content more than older generations. Marketers can increase engagement by focusing on exclusive offers tied to loyalty status, curating product recommendations that reflect individual purchasing patterns, and creating content aligned with specific user interests.
Although young consumers are more likely to accept Email personalizationthe broader appeal of targeted discounts and exclusive promotions shows that these elements can increase the effectiveness of email marketing across generations.
Harness the power of email personalization
Create a 1:1 experience with email personalization that goes beyond just “Hi, %%first_name%%” to include dynamic and on-the-fly content.
data privacy
- Only 20% of baby boomers feel “very” or “somewhat uncomfortable” with companies using their data, and 51% are “very” or “somewhat uncomfortable” compared with 49% of Millennials and 51% of Gen Z “Very” or “somewhat uncomfortable.”
- Only 17% of consumers share location-based data with companies they trust, while nearly 50% share their name, basic contact information, and purchase history.
Key data privacy points
consumer attitudes data privacy Revealing a clear generational divide. While older generations have great reservations about data use, younger generations show a more open attitude towards sharing personal information.
While most people are hesitant about location tracking, nearly half are willing to share basic contact and purchase history with a trusted organization. This suggests that building consumer trust is more important than the type of data collected, with younger consumers demonstrating a more flexible approach to data exchange compared to baby boomer consumers.
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