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More Than Half of Millennials Have a Separate Account for Brand Emails and Check It Frequently

CHICAGO — Despite 58 percent of Millennials maintaining a separate email account just for brand communication, 83 percent have made a purchase from email in the past three months. This indicates they want to receive brand emails but don’t want to clog their primary inboxes, according to new data from Yes Lifecycle Marketing.

In A Marketer’s Guide to Reaching the Generations, Yes Lifecycle Marketing surveyed over one thousand consumers of all ages and reveals that more than one in three of these consumers have a separate email account for brand messages. Nearly two-thirds (62 percent) of consumers who have a separate email account for promotions check it frequently, whereas only half of consumers who don’t have a separate account check their personal account for brand emails on a frequent basis.

“As the number of channels marketers can use to interact with consumers grow, customer preferences will continue to evolve,” said Michael Fisher, president of Yes Lifecycle Marketing. “By analyzing customer data, particularly by generation, marketers can gain a better grasp of their target audiences’ needs and preferences in order to better meet their customers where they are.”

The same report also reveals that most consumers check their email for brand promotions at home, either in the morning (32 percent) or evening (31 percent). A solid one in four consumers look for brand emails throughout the day.

Centennials are most likely to check email on the go and to pass time. They check for marketing emails while commuting (6 percent) or waiting in line (14 percent). Generation X, on the other hand, is most likely to check their emails at all times of the day.

Additional findings include:

More than two-thirds of consumers (68 percent) have made a purchase after receiving a brand email in the past three months.

Only 26 percent of Baby Boomers have a separate email account for brand messages.

Centennials are less engaged with email than all other generations: 40 percent have not made a purchase from email in the past three months. Almost half of Millennials (47 percent) have made three or more purchases via email recently, twice as many as Centennials.

“Perhaps because their inboxes have become flooded with marketing emails in recent years, consumers across generations are opting for brand-only email accounts; but this isn’t a bad thing for marketers,” said Michael Iaccarino, CEO and chairman of Infogroup, parent company of Yes Lifecycle Marketing. “Brands need cross-channel communication platforms so they can reach the ever evolving consumer when they want, where they want, and how they want.”

A Marketer’s Guide to Reaching the Generations is based on a survey of more than 1,000 consumers, centered on generational preferences and behavior, who have received a marketing email in the past year. To download the full report, please click here.

About Yes Lifecycle Marketing

Yes Lifecycle Marketing provides solutions that orchestrate cross-channel marketing communications to drive results and revenue. This is accomplished by leveraging technology, data, analytics, creative, and strategy to activate and optimize insights-driven, real-time, relevant communications. This holistic approach gives marketers the ability to source a full-service offering of best-of-breed technology and solutions from a single vendor in order to achieve their desired outcomes across all on and offline channels. To learn more, call 1-877-937-6245, email

[email protected]

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About Infogroup

Infogroup is a big data, analytics and marketing services provider that delivers best in class data-driven, customer-centric technology solutions. Our data and software-as-a-service (DaaS & SaaS) offerings help clients of all sizes, from small companies to FORTUNE 100™ enterprises, increase their sales and customer loyalty. Infogroup provides both digital and traditional marketing channel expertise that is enhanced by access to our proprietary data on 245MM individuals and 25MM businesses, which is distributed real-time to our clients. For more information, visit: