68% of consumers prefer brands to communicate via email

More than two-thirds of consumers prefer brands to communicate with them via email rather than social media channels. According to a report by Bluecore titled "How Millennials Actually Want Brands to Engage with Them," even younger shoppers – 62 percent of millennials – prefer email over social media, proving that email is still a very viable mode of marketing communication. 

Looking at other shoppers, baby boomers show the strongest preference for email at 73 percent, followed by Generation X at 71 percent, and Generation Z at 65 percent.

This doesn't mean that technology use isn't important, as more than 53 percent of all shoppers surveyed said they use smartphones as their primary device for checking emails. Using a smartphone for checking email goes up with younger audiences: 67 percent of Generation Z and 59 percent of millennials.

The study also found that more than 60 percent of Gmail users access the "Promotions" tab to find deals from brands, and 47 percent check the tab daily. The most active users of the Promotion tab include millennials, 70 percent, and Generation Z, 73 percent.

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“Email is not only alive and well, but it’s the preferred mode of communications between brands and their consumers,” said Jared Blank, Bluecore’s senior vice president of data analysis and insights. “This research shows that while there are many options for digital engagement today, retailers must focus on developing a meaningful and personal relationship with their very loyal opt-in email customers. There’s a wealth of data to be gathered and marketing information to be leveraged if email marketing is done right – and it’s more important than ever as email is ‘always on’ across a range of connected devices, being used both for online and in-store shopping.”

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