Millennials, 18-25 year olds, are more receptive to free products or discount offers, than any other age group, according to a consumer survey by Epsilon, the world’s largest email marketing services business.
66% of UK millennials respond to subject lines including an offer for a free product or discount, while only 33% respond to breaking news, general information or new product announcements.
Of those who unsubscribe to permission-based emails, the greatest concern was email frequency (77%). The survey indicates that between one and three emails per week are acceptable to most but four emails in a week are too many.

The next biggest reason to unsubscribe is irrelevant content (56%). Millennials are not especially concerned by spam (55%) or unsavory content (44%) but are highly concerned about identity theft (77%), which indicates that spam and adult content is a normalised and expected part of their web browsing experience for this switched-on generation.

Being more receptive to both online and offline special offers, millennials are more willing to stay in email programmes rather than their elders who are statistically more likely to unsubscribe.
Surprisingly, a higher percentage of millennials report that they actively want to receive certain types of permission-based emails more than once a day. This includes specials offers from online merchants (33%), special offers from traditional (offline) retailers (33%), travel, electronics information and telecommunications information (22%).
Ian Hitt, managing director at Epsilon International EMEA, said: “This research emphasises the importance of segmented and targeted marketing campaigns since there’s a clear difference in behaviour among age groups. To reach the lucrative millennials group, email marketers should utilise age data on profiles to send relevant content to the right device as well as incorporate preferences and behavioural data. In addition, an understanding of global attitudes will allow marketers to effectively reach the next-generation user.”
Methodology: This study was conducted by ROI Research among Survey Sampling International’s panel of 4,000 participants and includes respondents from the United Kingdom who currently have an active email account and receive permission-based email. The survey was in field during May 2009.

For more information contact Naomi Attard or Sophie Cooper on +44 1452 760 147 or email

About Epsilon International
Epsilon International (, is a leading provider of strategic, ROI-focused email communications solutions and marketing automation technologies. Through its combination of innovative technologies, professional services and vertical market expertise, Epsilon International helps marketers acquire, grow and retain profitable customer relationships through highly relevant and personalised email communications. The company's end-to-end suite of industry-specific products and services includes scalable email campaign technology, delivery optimisation, marketing automation tools, turnkey integration solutions, strategic consulting, and creative expertise to produce email programs that generate measurable results throughout the customer lifecycle.
Epsilon International is an operating unit of Epsilon (, a leading provider of multi-channel marketing services, technologies and database solutions and has developed successful email programs for hundreds of companies, including Expedia, Northwest Airlines and The Washington Post/Newsweek Interactive.
Epsilon is an Alliance Data company with principle offices in Boston, Dallas, New York, St. Louis and Washington, D.C.

Published on: 3:00PM on 1st December 2009