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Millennials Have $200 Billion in Purchasing Power – And They Love Email

Millennials Have $200 Billion in Purchasing Power – And They Love Email

Sometimes we talk about Millennials as they are members of some strange, alien species, from some mysterious place with customs that are completely foreign and communication styles that are beyond all human understanding. Yet it turns out, according to research by the Berkley Research Group that the way Millennials discover, research and make purchases is remarkable similar to the way everyone else does it.

Will Email Exist in Ten Years?

Sheryl Sandberg, author of Lean In, confidently proclaimed email is on its way out. Messaging apps, such as Messenger and WhatsApp, are far more popular among members of the Millennial generation and their younger counterparts. That being said, when asked if email will exist in ten years, 72% of surveyed Millennials said yes.

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Fewer, Better Emails = Better Results

Relevancy and quality are the most important criteria Millennials use to judge content, no matter what platform it appears on. This means that frequent, spam-style emails simply aren’t going to work. You don’t like getting that kind of messaging, and neither does anyone else.

E-Mail is for “Grown Up” Things

AWeber surveyed teenagers and young adults regarding where they prefer to find certain types of content. The idea that social media was the best vehicle to reach this group of customers turns out to be wrong. While brands that create unique, engaging content are welcome additions to a social media feed, more direct marketing messages, including saving offers and sales notifications, perform better in email. Casual conversations with friends are happening on messaging apps; when the situation gets more serious – such as when a purchase or customer service inquiry is being made, email is seen as more appropriate.


There’s always a but, isn’t there? This time, the but has to do with the way your email marketing is formatted and delivered. Millennials read emails on their phones, often before they get out of bed in the morning. If your emails aren’t mobile-ready, they’re not going to be read!

Do You Need Help With Your Email Marketing?

If you’re not thrilled with the results your email marketing is getting – or you know your emails just aren’t mobile-ready – give us a call. We’re here to help you, with world class design, copy, and strategists at your disposal. Email marketing works with Millennials!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office