18 to 25-year-olds 'are asking for more email marketing'

More permission-based emails are being requested by a significant proportion of 18 to 25-year-olds, according to new research.

18 to 25-year-olds want more permission-based email (PBE) marketing to be sent to them, according to a new report.

Research undertaken by Epsilon in their Global Consumer Email Study showed that 34 per cent of would like to receive a PBE more than once a day from an online retailer.

Kevin Mabley, senior vice president of strategic services at the organisation, noted that these results show how marketing strategies must change depending on which audience the adverts are aimed at.

He said: "This research emphasises the importance of segmented and targeted marketing campaigns since there's a clear difference in behaviour among age groups.

The report also indicated that 32 per cent of people want more than one entertainment PBE per day and 26 per cent want discount offers from retailers trading offline.

Recently Epsilon managing director Ian Hitt pointed out that it is the control and accuracy that email marketing allows, which makes it a powerful tool right now.

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