More than 7 in 10 US consumers would prefer to receive email communications from businesses over direct mail, SMS, and push messages, and the preference for email extends across age groups and genders, per an Adestra study. Boomers are more than 3 times as likely as teens and Millennials to favor direct mail, a result in keeping with MarketingCharts’ research showing that direct mail is a much greater purchase influencer for older than younger Americans.
Adestra survey results:
- Texting is the main form of communication with friends for teens (14-18) and Millennials (19-34), though phone calls take precedence for the older bracket (56-67);
- Half of respondents sign up for text messages from businesses, with this figure highest among Millennials (60%);
- National and local retailers are the businesses that consumers are most likely to sign up for text messages from;
- 6 in 10 respondents feel that they are receiving too much promotional email, with teens the least likely to feel this way;
- Emails containing discounts have a greater perceived influence on purchasing decisions than review websites and online ads, among others, also generally in keeping with MarketingCharts’ research;
- Two-thirds of respondents unsubscribe from emails that they’re no longer interested in as opposed to other actions such as deleting the email each time or ignoring them;
- The top response to a mobile email that doesn’t look good is to delete it, though many teens also unsubscribe as a result of an email that isn’t optimized; and
- Only 43% of respondents give a real email address when they come to a website that asks for an email address before they can access the site, with 39% leaving the site, 12% giving an old email address, and 5% giving an incorrect email address.