E-mail Marketing Missing the Mark With Gen Y
Just 28 percent of Generation Y consumers recently surveyed believe the e-mail marketing messages they get from companies are relevant. This was a key finding from a study by the Participatory Marketing Network, an organization helping marketers transition from push and permission marketing to participatory marketing.
The study showed that Gen Y consumers — more than 70 million Americans born between 1977 and 2002 — are eager to see “innovative services” that allow them to better control, organize and manage e-mail coming from brands. Specifically they would like to see the following:
- 78 percent would like their e-mail programs to automatically categorize and delete expired promotional messages;
- 62 percent would like to communicate directly with retailers about their favorite products in exchange for getting the best prices from them;
- 44 percent would subscribe to an e-mail service that collected and summarized multiple offers of interest to them; and
- 32 percent would share promotional e-mail offers with members inside social networks and open e-mails from others.
Results also show more than half of Gen Y consumers (51 percent) said they’d join a separate social network dedicated to managing brand interactions.
The study polled 220 PMN panel members and consumers ages 18 to 24 in February. It was conducted with PMN's research partner, the Lubin School of Business's Interactive and Direct Marketing Lab at Pace University.