Millennials vs Boomers: Who is More Likely to Unsubscribe from Hospitality Emails?
April 5, 2016 7:27am
After running the numbers for opt-out trends one week and millennial email behavior the next, we wondered whether opt-out rates change in relation to age. Said another way, do millennials unsubscribe from hospitality emails more often than boomers? Here's what we found.
To find our answer we looked at email campaigns sent to over 6,000,000 recipients during the last three months by a dozen hotels and resorts. We then found the opt-out rates for Boomers, Millennials, and two in-between groups to cover Gen X and plotted them below.
Millennials (age 15-30) averaged an opt-out rate of 0.26%. Boomers (age 51+) averaged an opt out rate of 0.21%. The in-between groups saw averages of 0.21% (age 31-40) and 0.18% (age 41-50). The overall average for this group was 0.21%.
What This Means
The simple answer is, yes, a millennial is much more likely to unsubscribe than a boomer. But boomers, however, are not the least likely to do so. Interestingly, the lowest rate for this sample was found among 41-50 year-olds.
But even at the peak, these unsubscribe rates are still less than 1/3 of 1% so let's put things in perspective. If you send a campaign tomorrow to a list of 10,000 millennials and 10,000 boomers and the averages above hold true, you will have lost about 5 more millennials than boomers by this time next week.
Tags: email marketing,
marketing to millennials,
marketing to boomers
Ryan Solutions is a leading CRM and database marketing provider for the resort and hotel industry. By combining transactional, demographic, survey, and social media data, their technology drives incremental revenue by powering 25,000,000 data-driven messages a month for more than 110 hotels and resorts. To learn more, visit www.ryansolutions.com
Contact: Corey Ryan
Are Hotels Coveting only Half of the Millennial Market? Part Two
Are Hotels Coveting only Half of the Millennial Market? Part One
New Revenue-Boosting Enhanced Email Marketing Solution Launched by Vizergy
Your Property: ‘On Fleek’ with Millennials
Anatomy of an Email
The Power of Email Automation and Why it's Important
With All the “Noise”, are More and More People Opting Out of Hotel Marketing?
Do You Really Need a Separate Brand for Millennials?
Millennials and Email Marketing: Hospitality-Specific Data Yields Intriguing Results
If I Open a Hotel Marketing Email Twice, am I Twice as Likely to Buy?
Bluestone National Park Resort Enhancing Guest Communications & Boosting Revenues via ZDirect
How Millennials are Redefining Group Travel: 6 Things Hotels Need to Know
Due to Growth, ZDirect Expands its Client Services Team
Coast Hotels to Launch Holistic CRM Initiative Driven by ZDirect
4 Emerging Concepts & Trends in Social Media Marketing
ZDirect Offering Sure-Fire Ways to Generate Revenues Through Email Marketing
ZDirect Expands into Spain
Social Media and Email Marketing Integration
Please login or register to post a comment.