However, when it comes to this medium, too much of a good thing can be a bad thing for customer engagement. Online shoppers' top complaint (49 percent) about marketing messages is that they simply receive too many of them. Furthermore, most recipients (29 percent) prefer to hear from a brand less often than once a month, while only 11 percent prefer to get brand messages more than once a week."The findings signal that in this day and age, consumers both expect and appreciate email messages from their favorite brands," says EJ McGowan, General Manager, Campaigner. "However, savvy marketers must do their due diligence to research and determine what cadence of email is most effective for their audience. Acting on these insights will ensure that campaigns are successful from the perspective of both sender and recipient." Marketing to Millennials & Generation X Perhaps most surprisingly, the Campaigner survey finds that Millennials are the most likely generation to engage with marketing emails. Nearly a quarter (22 percent) say they are very likely to open an email from a brand, compared to just 15 percent of the group surveyed overall. After their digital preference of email (51 percent), 47 percent of Millennials surveyed say they utilize social media to interact with brands. While Facebook is still their top social choice (65 percent), Instagram is another favorite among this group with over a third (37 percent) saying they use it to interact with brands. Additionally, Millennials are nearly three times as likely to use Snapchat to engage with brands as the average online shopper (14 percent). "As social media-savvy as Millennials are, when it comes to brand engagement, email is still the best medium to reach this group," says Seamas Egan, Associate Director of Revenue Operations, Campaigner. "Yet nearly half of these consumers are also taking to social to follow brands. Marketers should meet them where they are while being trepidatious about investing too heavily in what may be flash-in-the-pan platforms."
When it comes to Generation X, the data suggests that this group is more receptive to a higher frequency of email than the rest. 27 percent think receiving emails from brands once a week is ideal.Buy-In from Boomers & Traditionalists The survey indicates that those born in the Traditionalist and Baby Boomer eras are fonder of interacting with brands in physical stores than the average shopper. In fact, 73 percent of Traditionalists and 67 percent of Baby Boomers say they prefer to interact with brands in-store, compared to 65 percent of the group overall. This data suggests that for digital marketers targeting Baby Boomers and Traditionalists, online deals that further entice foot traffic to stores may resonate best with this group. Additionally, Traditionalists appreciate helpful tips and short reads more than the average online consumer, at 28 percent versus 13 percent overall, so content marketing may be most impactful for this group. To view a related Infographic of the survey results please visit https://www.campaigner.com/resources/pdf/Campaigner-Mastering-Marketing-to-Every-Generation-051217.pdf. Survey Methodology Campaigner Email Marketing conducted its 2017 Generational Marketing Insights Survey, sampling 761 consumers that make purchases online from April 20 to April 26, 2017. The margin of error is +/- 3.6%. About Campaigner Campaigner® is a robust email marketing solution built by marketers to help small, medium and large businesses strengthen customer relationships and drive sales. Features include professional email campaign creation, industry-leading A/B split testing, advanced list management and segmentation tools, targeted email autoresponders and workflows, powerful API and CRM integration, and detailed campaign reporting. White label solutions are also available for resellers, agencies, and franchises. Campaigner is a brand of the j2 Cloud Services™ division of j2 Global®, Inc. and a registered trademark of j2 Global Canada, Inc. Learn more at www.campaigner.com. About j2 Global j2 Global, Inc. (NASDAQ: JCOM) provides Internet services through two segments: Business Cloud Services and Digital Media. The Business Cloud Services segment offers Internet fax, virtual phone, unified communications, hosted email, email marketing, online backup and CRM solutions. It markets its services principally under the brand names eFax ®, eVoice ®, Onebox ®, FuseMail ®, Campaigner ®, KeepItSafe ®, Livedrive ® and LiveVault ®, and operates a messaging network spanning 50 countries on six continents. The Digital Media segment offers technology, gaming, lifestyle and healthcare content through its digital properties, which include PCMag, IGN, AskMen, Speedtest, Offers, ExtremeTech, Geek, Toolbox, Techbargains, emedia, Salesify, Everyday Health and others. As of December 31, 2016, j2 had achieved 21 consecutive fiscal years of revenue growth. For more information about j2, please visit www.j2global.com.