Do Millennials engage with email? Everyone I know is trying to find the best strategy to reach Millennials. Is the right channel email or social? Do they need tailored content (e.g., user generated for authenticity or curated content that addresses their particular lifestage) to generate engagement? What offers would resonate most with them?
The answers to these questions will vary on your industry, your product and your approach. However, I have found that Millennials are less likely to open or click an email than Gen Xers, Baby Boomers or the Greatest Generation. However, a recent study by Epsilon found that Millennials were using email more than other age groups to find products and services. Perhaps Millennials are less likely to respond to “push” marketing and want to determine when and how they interact with marketing.