The popularity of retailer emails skews slightly toward older respondents, as evidenced in a March 2019 report from Alliance Data. Forty percent of Gen Xers said they kept up with retailers via email subscriptions, making them the cohort most likely to do so. Closely trailing at 38%, boomers also welcomed brand communications via email. Fewer millennials and Gen Zers reported the same (34% and 25%, respectively).
However, it should be noted that 63% of the 750 US millennials surveyed by SendinBlue in 2018 said email was their No. 1 channel for communication with retailers.
While these findings vary, they all still point to email as the preferred advertising channel for marketers and consumers alike.
A May 2018 report from Yes Marketing found that marketing emails in Q1 2018 had a healthy unique open rate of nearly 15% in the US. The unique click rate, however, was 1.3%—down from 1.4% in Q1 2017. One way to encourage shoppers to not only open emails, but also follow through with purchases, is by offering new and relevant discounts.
According to a November 2018 study from The Relevancy Group and Zeta Global, 41% of US internet users were most likely to open emails if the subject line offered a discount. And when respondents were asked how brand emails aid in purchasing decisions, being provided the latest discounts and offers was the top response.