Millennials most likely to dump brands for spamming them
Friday July 3, 2015 at 5:54pm
Millennials are the generation most likely (44% more likely) to permanently disengage with brands if they receive high volumes of mass generic email communications. The statistics, which seem to go against the idea that younger consumers are more happy with technology, email and social media, come from new research by Aimia, a global leader in data-driven marketing and loyalty analytics. Aimia has identified a consumer sub-group which it calls ‘High Volume Sensitive’. Its findings show that nearly than three in five (59%) High Volume Sensitive consumers indicated that the volume of email communications they receive from brands overwhelms them. The results are similar for SMS messages (60%) and push notifications (62%). Martin Hayward, senior vice president, global digital strategy & futures at Aimia, says: “Millennials are the ‘always on’ generation, but it is a mistake for marketers to make assumptions about their communications preferences. Just because a person shares their details with a brand does not mean they want to be inundated with lots of generic messages.” High Volume Sensitive consumers will only engage if the content they receive by email, for example, is tailored to them. If it is not personalised and too frequent they will: • Block numbers (80%); • Close accounts and unsubscribe from email lists (84%); • Delete apps because of push notifications (82%); and • Unfollow brands on social channels (86%). Aimia says that High Volume Sensitive consumers have the same willingness as others to share their personal data. However, they are 2.3 times more likely to disengage when bombarded with large numbers of irrelevant messages. Hayward adds: ”Marketers must work harder to listen to individual customer preferences and tailor communications appropriately. Privacy, permissions and preferences are increasingly crucial elements of future customer relationships. Get it wrong, and High Volume Sensitive consumers are ruthless in cutting brands off.” Further details of Aimia’s Global Digital Research and a related infographic are available at www.aimia.com.