Email trumps social media for retailer promotions among millennials

Traditional digital channels top social media when it comes to UK millennials engaging with retailer promotions and offers, according to new research.

The study, conducted by RapidCampaign, found that among 16 to 24-year-olds email is the top channel of choice for finding out about promotions, followed by a retailer’s website, with social media channels such as Twitter and Facebook failing to deliver as much impact.

Of the 2000 consumers surveyed as part of the Brands We Love versus Brands We Buy report, 76 per cent of consumers said they prefer to hear about retailer promotions in their email inbox, followed by seeing them on a retailer’s website, selected by 23 per cent.

Perhaps surprisingly, the figure for brand-owned sites was higher for younger generations, with 34 per cent of 18 to 24-year-olds claiming this was their preferred channel for promotion spotting – a percentage that declines steadily towards older age groups in favour of email.

Facebook was the third top retailer promotion channel, cited by 15 per cent, but it peaked in preference with a slightly older age group of 25 to 34-year-olds, with 27 per cent stating the social network was how they wanted to learn about promotions.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.