Millennials + Email: How to Engage Email Natives



A  white paper, titled “Millennials + Email: How to Engage Email Natives,” found that Millennials prefer that brands they like communicate with them via email, point blank. The paper released by Atlanta-based BrightWave, outlines why this is—and gives clear direction in terms of program cadence, frequency, creative and testing for those looking to active a huge part of their list.

A few notable findings:

  •     They prefer email over other channels: Email was the preferred method of contact with brands millennials do business with or like, beating out social media, SMS, phone calls and more.
  •     Millennials don’t want to share emails: Only 8.7% say they’ll share engaging content.
  •     You’re emailing them too much: 47.1% say they unsubscribe because they receive emails too often

It is available for download here:

The survey of more than 1,500 people between the ages of 18 to 34, also found that Millennials expect great, personalized content—and that they expect it to look great on every screen. Five actionable takeaways help marketers make sense of the wealth of data uncovered in the research.

About BrightWave
BrightWave is North America’s leading email marketing agency. The award-winning firm specializes in elevating email marketing and eCRM programs that drive revenue, cut costs and build relationships.

Headquartered in Atlanta, GA, BrightWave works with a blue chip client roster, including Aflac, Chick-fil-A, Equifax, MattressFirm, Mizuno and Phillips 66. For more information, please visit

Organization Type: Business Enterprise
Article Type: Expert Article
Industry: Interactive Marketing
Focus: General Info
Location: Midtown Atlanta

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