Professionals across many industries are accusing Millennials of killing traditional and stable means of digital communication such as email by switching entirely to more immediate channels. Is this true?
According to this Campaigner study, 22% of them are “very likely” to open an email, which is a much higher percentage than older age groups.
The same study also says: 44% of all consumers prefer email for brand interaction, and 85% of online shoppers are at least somewhat likely to open an email from a brand.
Another study reveals “An average of 68% of respondents chose email as the most personal channel. While younger audiences found channels such as Facebook, in-store, and text to provide some greater personalization, email still overwhelmingly outperforms all other channels for Millennials (64%).” This data comes from many years-long (2 to 6) studies.
Researchers never saw TikTok’s popularity coming. Discord and Twitch were not nearly as big at the time. Today, we will try to find the most updated “hints” to answer the following question.
Is Email Dying Out?
Does that mean email marketing is on the decline? And are Millenials responsible for it?
Email is not dying and there’s a lot of proof to support that. But it’s not the primary communication channel for Millenials.
Let NAPCO and Bluecore explain this. They found through their study that millennials do not choose social channels to learn more about brands and their products/services. Instead, they turn to websites and newsletters. Instead, social apps and instant messaging apps offer a more authentic connection with close relatives, friends, and family.
Instant messaging and social platforms provide a speed of communication not achieved with email. Typically, you enter your email box, in most cases, to attend to professional duties related to your job or business. Mainly that’s how they/we separate work from entertainment. Social media in particular, because of its visual design/interface and algorithm aim is to keep you hooked and distracted.
You’re more likely to receive cold email messages than through any other channel.
There are plenty of ways to solve this (feed blockers, spam filters, different phone numbers) but not everyone knows about it or wants to do it.
So, what’s the conclusion? If you ever encounter a news headline as “What Will Replace Emails?” then think about what you read today. Emails will evolve with developers’ updates and third-party integrations. It won’t die or be replaced entirely, but newer, smarter options will cover specific uses for multi-generations