Litmus is a proud business chief, trusted by 700,000 advertising and marketing professionals together with 80% of the Fortune 100. In an effort to assist electronic mail entrepreneurs higher perceive the advertising and marketing panorama, we surveyed 1,000 U.S. customers about their electronic mail preferences and summarized a number of the key findings beneath.
Electronic mail Amount
67% of customers say they obtain too many day by day emails.81% of Child Boomers say they obtain too many emails.Lower than 50% of Gen Z suppose they obtain too many emails.
Key Electronic mail Amount Takeaway
Whereas a majority of customers really feel overwhelmed by frequent emails from the identical firm, emotions differ throughout age teams. Child Boomers specific probably the most frustration, with 81% reporting electronic mail fatigue. But, lower than half of Gen X share the identical concern.
This information suggests corporations ought to fastidiously calibrate their electronic mail advertising and marketing methods primarily based on age. Take an age-targeted strategy that respects particular person communication thresholds and preferences.
Electronic mail Varieties
The three most partaking electronic mail sorts:Promotional presents and reductionsOrder confirmations and delivery updatesProduct suggestionsThe three least partaking electronic mail sorts:Academic content material associated to merchandise/companiesNewslettersFirm information and updates78% of respondents ranked promos and low cost emails within the prime three most partaking sorts of electronic mail.Practically 50% of respondents and 66% of Gen Z ranked them first.
Key Electronic mail Varieties Takeaway
Client electronic mail preferences reveal a transparent divide between informational and transactional content material. Promotional presents and reductions dominate engagement metrics, with 78% of respondents highlighting these emails as of prime curiosity.
Generational variations are additionally clear with Gen Z displaying stronger enthusiasm—almost 50% place promotional emails on the prime of their inbox preferences. In distinction, academic supplies, newsletters and firm updates battle to seize viewers consideration. This means that buyers prioritize perceived worth over broader company communication.
Electronic mail Personalization
Solely 25% of Child Boomers discover personalization “extraordinarily” or “essential.”Practically 60% of Millennials and Gen Z discover it “extraordinarily” or “essential.”52% of customers discover title personalization, 40% discover personalization primarily based on previous purchases, and 39% discover product suggestions primarily based on searching historical past. Individuals discover unique presents primarily based on loyalty standing, product suggestions primarily based on previous purchases, and content material tailor-made to pursuits as probably the most precious elements in emails.Reminders associated to current actions, location-based presents or occasions, and personalised product utilization suggestions are the least necessary. 57% mentioned they’d be extra prone to have interaction with advertising and marketing emails that comprise unique presents and reductions.
Key Electronic mail Personalization Takeaway
Millennials and Gen Z customers worth tailor-made content material greater than older generations. Entrepreneurs can increase engagement by specializing in unique presents tied to loyalty standing, curating product suggestions that mirror particular person buy patterns, and creating content material that aligns with particular consumer pursuits.
Whereas youthful customers are extra receptive to electronic mail personalization, the broader enchantment of focused reductions and unique promotions means that these components can drive electronic mail advertising and marketing effectiveness throughout generational traces.
Harness the ability of electronic mail personalization
Create 1:1 experiences utilizing electronic mail personalization that goes past “Whats up, %%first_name%%” with dynamic and real-time content material.
Personalize higher
Information Privateness
Solely 20% of child boomers are “very” or “considerably snug” with corporations utilizing their information, with 51% “very” or “considerably uncomfortable,” whereas 49% of millennials and 51% of Gen Z are “very” or “considerably snug.”Solely 17% of customers would share location-based information with corporations they belief, whereas almost 50% would share title and fundamental contact info and buy historical past.
Key Information Privateness Takeaway
Client attitudes towards information privateness reveal a stark generational divide. Whereas older generations specific vital reservations about information utilization, youthful demographics present extra openness to sharing private info.
Though most are hesitant about location monitoring, almost half would willingly share elementary contact particulars and buy historical past with trusted organizations. This means that constructing shopper belief is extra necessary than the kind of information being collected, with youthful customers demonstrating a extra versatile strategy to information alternate in comparison with their child boomer counterparts.
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