58% of Millennials Maintain Separate Email Accounts Just for Brands

BY Courtney Huckabay

New Yes Lifecycle Marketing data reveals email proves particularly influential in driving purchases and engaging Millennials. Despite 58 percent of Millennials maintaining a separate email account just for brand communication, 83 percent have made a purchase from email in the past three months. This indicates they want to receive brand emails but don’t want to clog their primary inboxes.

In A Marketer’s Guide to Reaching the Generations, Yes Lifecycle Marketing surveyed over one thousand consumers of all ages and reveals that more than one in three of these consumers have a separate email account for brand messages. Nearly two-​thirds (62 percent) of consumers who have a separate email account for promotions check it frequently, whereas only half of consumers who don’t have a separate account check their personal account for brand emails on a frequent basis.

Mall stores can keep this in mind when planning email marketing campaigns. Stores will want to be on that separate subscription email list! The new AudienceSCAN survey found 4.3% of Americans shop at retail stores, a mall or shopping center five or more times per week!

As the number of channels marketers can use to interact with consumers grow, customer preferences will continue to evolve,” said Michael Fisher, president of Yes Lifecycle Marketing. “By analyzing customer data, particularly by generation, marketers can gain a better grasp of their target audiences’ needs and preferences in order to better meet their customers where they are.”

Strip center retailers can target their emails toward separate email accounts too. The new AudienceSCAN study revealed 8% of consumers shop at retail stores, a mall or shopping center three to four times per week!

The Yes report also reveals that most consumers check their email for brand promotions at home, either in the morning (32 percent) or evening (31 percent). A solid one in four consumers look for brand emails throughout the day.

Retailers on Main Street should keep these times in mind when sending e‑blasts. The new AudienceSCAN data showed 45% of Frequent Retail/​Mall Shoppers took action after receiving emailed newsletters or ads in the past month.

Centennials are most likely to check email on the go and to pass time. They check for marketing emails while commuting (6 percent) or waiting in line (14 percent). Generation X, on the other hand, is most likely to check their emails at all times of the day.

Consider how email messaging looks on a mobile device when targeting Frequent Retail/​Mall Shoppers. According to new AudienceSCAN research, 55% of shoppers use Android phones.

Additional findings include:

  • More than two-​thirds of consumers (68 percent) have made a purchase after receiving a brand email in the past three months.
  • Only 26 percent of Baby Boomers have a separate email account for brand messages.
  • Centennials are less engaged with email than all other generations: 40 percent have not made a purchase from email in the past three months. Almost half of Millennials (47 percent) have made three or more purchases via email recently, twice as many as Centennials.

Perhaps because their inboxes have become flooded with marketing emails in recent years, consumers across generations are opting for brand-​only email accounts; but this isn’t a bad thing for marketers,” said Michael Iaccarino, CEO and chairman of Infogroup, parent company of Yes Lifecycle Marketing. “Brands need cross-​channel communication platforms so they can reach the ever evolving consumer when they want, where they want, and how they want.”

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.