The report was based on data from a survey conducted in 2017 of 1,004 consumers who have received a marketing email in the past year. The respondent group was divided evenly among Centennials (age 18-21), Millennials (22-37), Gen Xers (38-52), and Baby Boomers (53-71).
Some 92% of consumers say sales/discounts are an important factor that they take into account when deciding whether to purchase from a marketing email; brand reputation ranks second (90% cite it as an important factor), followed by ease of transaction (88%), and easy online/mobile purchasing (74%).
Centennials and Millennials are more likely to be influenced by personalized content and easy online/mobile purchasing than are Generation Xers and Baby Boomers.
Consumers across all generations say they are more likely to check their inboxes for marketing emails when they feel loyal to a brand, expect to receive recommended products, and know that the transaction process will be relatively easy.
Centennials value recommended products more, and are influenced by brand loyalty less, than are older generations.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji