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.
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