People of all ages still use—and act on—email
Year in and year out, email marketing remains a dependable tactic for retailers. Along with search, it continues to make up a significant portion of digital budgets. Growing mobile usage and the ability to better personalize messaging are creating new possibilities for reaching consumers more effectively. Retail e-mail marketing improvements are likely to be gradual, not revolutionary.
Email plays a prominent role in digital budgets—its share is second only to search. According to research figures released in July 2015, email accounts for 14% of the total digital budget in the US. A similar figure (17%) was cited by retail executives surveyed in March 2015. In that study, email appeared to punch above its weight. While search accounted for 43% of marketing spend but only 38% of revenue, email's 17% of spend led to 24% of revenue.
In July 2015, 15% of retail clients' ecommerce transactions were attributed to email marketing. Rumors that young people have abandoned email notwithstanding, most US internet users, young and old, do interact with email marketing.
A December 2014 survey found that overall, 72% of respondents ages 18 and older opened and read promotional retail emails. When breaking down the results further by age and gender, the most likely group to perform this behavior was women ages 35 to 44 (78%), followed by millennial males ages 18 to 34 (76%).
Source: eMarketer, September 28, 2015
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