Infographic: How to Cater Your Marketing Messages to Your Consumers

Most across all age groups vastly prefer email over any other medium

Toluna and Movable Ink’s new research analyzed the effectiveness of marketing messages by age group.

Consumers across all age groups strongly prefer email over any other marketing medium, and they consider irrelevance and oversaturation to be the two worst elements of bad marketing messaging. Those are two of the key findings from Toluna and Movable Ink’s new research analyzing the effectiveness of marketing messages by age group.

“While shoppers are attracted to discounts, this research indicates that it’s not enough to simply push out mass promotions,” said Alison Lindland, vp of strategic accounts at Movable Ink. “Consumers said that irrelevant marketing messages were their biggest annoyance, and this reinforces an expected level of personalization with products and services that match their interests.”

Lindland added that email’s popularity “cuts evenly across generations,” unlike other media like social, snail mail, mobile apps and text messages. “This suggests email remains a powerful hub to deliver superior personalized experiences across mobile and desktop and grab attention in today’s fast-moving, visual world,” she said.

This story first appeared in the September 10, 2018, issue of Adweek magazine. Click here to subscribe.