New Study Finds Millennials Are Actually Obsessed With Email
Companies spend billions of dollars every year in marketing to millennials. This generation represents hundreds of billions of dollars in annual spending power, and the massive size means it has forever shaped the American workplace.
Companies who want to win this generation must know how to communicate to them well, but many struggle to do it effectively. They turn to new trends like Facebook Messenger bots and view them as a way to “finally” connect with this generation of consumers.
Yet connecting with millennials is as simple as email. In Adobe’s latest report, the Adobe Email Consumer Survey, they discovered some interesting trends regarding email and today’s consumers. While the data covers all generations, they discovered some trends that are particularly interesting for business leaders trying to reach millennials.
Why is this important for businesses of all sizes? Reaching this generation is critical for the long-term success of every company. Connecting with millennials requires a strategy that works, one that’s proven to consistently engage people in a way they prefer. This survey reinforces a truth that has been proven right countless times: email is an overwhelmingly powerful way to win this generation.
Here are five insights companies can use to better connect with consumers and employees:
1. Millennials prefer to be reached by email for work.
The survey covered multiple communication channels, like email, meetings, and even IM platforms like Slack, when asking how people like to communicate at work. A surprising one-third of millennials prefer email for work communication, as opposed to phone calls, IM, and video. What was more surprising was the level of preference of email over tools like Slack. While this channel is increasingly popular in the workplace, it still falls far behind email in workplace preference.
2. This generation is obsessed.
Millennials are, surprisingly, obsessed with email. More than half of millennials ages 18 to 24 check their email while still in bed in the morning, and 43% of millennials ages 25 to 34 report doing the same thing. Millennials are also the least likely to not check email until they get into the office. Millennials ages 25 to 34 are far more likely than every other age group to check email during other situations like watching TV or even on vacation. There is more conversation about the chase for work/ life balance among the millennial generation, but it seems many still seem to struggle with their inbox in this pursuit.
3. Email can be annoying.
Thirty-four percent of respondents say they are most annoyed by brand emails when they send products or services that are irrelevant to them. Millennials are a technologically savvy generation, so we know that things like analytics and data tracking are happening to us when we surf online. Getting irrelevant and unhelpful content from a brand is a trigger that they’re not paying attention. That is the single most annoying thing of emails, almost double the annoyance of getting your name wrong.
4. Email isn’t a magical fix.
Less than one-third of all marketing emails are opened by millennials. While email is an incredibly powerful tool, it’s not just a box to check off in your marketing strategy. When I work with brands every day on communicating a clear message, we spend a lot of time crafting the emails. Because email is so important, we must work really hard to create and communicate a clear message about how the product or services impacts the life of the reader. If brands want to use email effectively, they must make sure the content is both helpful and relevant.
5. More millennials are checking their email on desktop than mobile.
Perhaps the most surprising stat for me to read was the number of millennials who checked their email on their desktop over their smartphone. Just over half of millennials say their computer is the primary device for checking email, with the smartphone falling below the halfway point. This trend seems to point back to the work/ life balance conversation. Mobile is a great way to see email messages, but more people prefer to process and act on emails from their computer.
These are just some of the stats found in the 46-page survey available from Adobe Understanding the power of email in 2017 is crucial for businesses who want to win millennials, both as consumers and as employees. This is not simply something to avoid or something to just put in a bullet list. Rather, this is a critical tool for growing and scaling any business.