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.

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!

Millennials Have $200 Billion in Purchasing Power – And They Love Email
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Millennials Have $200 Billion in Purchasing Power – And They Love Email
The Berkley Research Group discovered the way Millennials make purchases and it's remarkably similar to the way everyone else does it.

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