Email marketing methods should be specifically targeted towards millenials – those aged between 18 and 25 – as a new report has revealed them to be the most receptive age group to discounts and free products in subject lines.
According to the study by Epsilon, 66 per cent of millennials in the UK respond to this, while just 33 per cent react to breaking news, announcements and general information.
This suggests that those involved in online marketing services may profit from using offers in email subject lines when sending them out to this demographic.
Managing director at Epsilon Iinternational EMEA Ian Hitt noted that ensuring segmented marketing campaigns are in place is important as "there’s a clear difference in behaviour among age groups".
This comes after a recent report from Marketing Sherpa indicated that email marketing practices have profited from the recession as one of the few advertising areas that was "spared the axe" of budget cuts.
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