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Litmus is a proud industry leader, trusted by 700,000 marketers, including 80% of the Fortune 100. To help email marketers better understand the marketing landscape, we surveyed 1,000 US consumers about their email preferences and summarized some of the key findings below.
Email quantity
- 67% of consumers say they receive too many emails every day.
- 81% of baby boomers say they receive too many emails.
- Less than 50% of Generation Z think they receive too many emails.
Important email takeaway
While the majority of consumers feel overwhelmed by frequent emails from the same company, feelings vary by age group. Baby Boomers are the most frustrated: 81% report email fatigue. Yet less than half of Generation Z shares the same concern.
This data suggests that companies should carefully calibrate their data Email marketing strategies based on age. Choose an age-appropriate approach that takes into account individual communication thresholds and preferences.
Email Types
- The three most interesting email types:
- Special offers and discounts
- Order confirmations and shipping updates
- Product recommendations
- The three least engaging email types:
- Educational content related to products/services
- newsletter
- News and updates about the company
- 78% of respondents ranked promotional and discount emails among the top three most engaging email types.
- Almost 50% of respondents and 66% of Generation Z gave them the top spot.
Key email types to take away
Consumer email preferences show a clear divide between informative and informational emails Transactional Content. Promotional offers and discounts dominate engagement metrics, with 78% of respondents highlighting these emails as particularly interesting.
Generational differences are also clear, with Generation Z showing greater enthusiasm – almost 50% place promotional emails at the top of their inbox preferences. In contrast, educational materials, newsletters, and company updates struggle to capture audience attention. This suggests that consumers value perceived value over broader corporate communications.
Email personalization
- Only 25% of baby boomers find personalization “extremely” or “very important.”
- Nearly 60% of Millennials and Generation Z find it “extremely” or “very important.”
- 52% of consumers notice name personalization, 40% notice personalization based on previous purchases, and 39% notice product recommendations based on browsing history.
- Exclusive offers based on loyalty status, product recommendations based on past purchases, and content tailored to interests are the most valuable parts of email for people.
- Reminders about current activities, location-based offers or events, and personalized product usage tips are the least important.
- 57% said they would be more likely to engage with marketing emails that contain exclusive offers and discounts.
Key insights into email personalization
Millennials and Generation Z consumers value tailored content more than older generations. Marketers can increase engagement by focusing on exclusive offers tied to loyalty status, curating product recommendations that reflect individual purchasing patterns, and creating content tailored to specific user interests.
While younger consumers are more receptive to it Email personalizationThe greater appeal of targeted discounts and exclusive promotions suggests that these elements can increase the effectiveness of email marketing across generations.
Use the possibilities of email personalization
Create 1:1 experiences with email personalization that goes beyond “Hello, %%firstname%%” with dynamic content in real-time.
Personalize better 
Data protection
- Only 20% of Baby Boomers are “very” or “somewhat comfortable” with how companies use their data, 51% are “very” or “somewhat uncomfortable,” while 49% of Millennials and 51% of Generation Z are “very” or “somewhat uncomfortable.” ” are. reasonably comfortable.”
- Only 17% of consumers would share location-based data with companies they trust, while nearly 50% would share their name and basic contact information, as well as their purchase history.
Important insights into data protection
Consumer attitudes towards Data protection reveal a stark gap between generations. While older generations express considerable reservations about data use, younger population groups show greater openness to sharing personal data.
Although most are cautious about location tracking, almost half would willingly share basic contact information and purchase history with trusted organizations. This suggests that building consumer trust is more important than the type of data collected, as younger consumers take a more flexible approach to data sharing compared to their baby boomer counterparts.
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