Social Media Ads Gaining Speed On Effectiveness Of Email Marketing
Email remains the most influential marketing channel for consumer purchases, with 50% of global respondents in a recent Marigold survey reporting that they had made a purchase due to an email. However, younger generations are more likely to be influenced by social media, with Millennials (56%) and Gen Z (51%) citing social media ads as their top purchase drivers. Meanwhile, Boomers (62%) and Gen Xers (51%) still favor email as their primary conversion channel. Mobile remains a key factor, with 36% of respondents saying they had made a purchase from an email viewed on their phone.
Loyalty program promotions (84%) and discount offers (84%) were the most engaging types of brand messaging, while newsletters (61%) and brand purpose-related activities (60%) generated less engagement. Brand loyalty varies by generation, with Millennials (70%) displaying stronger brand loyalty compared to Boomers (49%). Notably, 38% of Boomers say they aren’t loyal to any particular brands, making them the least brand-committed consumer segment.
Consumers expect consistent brand experiences (92%), meaningful loyalty rewards (88%), and responsible data usage (88%) from their favorite brands. Key drivers of loyalty include product variety (79%), availability across channels (78%), and data privacy policies (77%). These factors become more important with age, along with customer service and product quality. While brand purpose matters to some consumers (55%), it is less of a priority for Boomers (44%).
Interestingly, 69% of consumers who have become less loyal to a brand believe the brand could take actions to win them back. The top way to regain their loyalty is through better discounts and coupon codes, reinforcing the continued influence of promotions in driving customer retention. Marketers should focus on targeted email campaigns, personalized discounts, and seamless omnichannel experiences to build and maintain brand loyalty.
Key Actionable Takeaways:
Prioritize Email Marketing for Conversions – With 50% of consumers making purchases via email, continue optimizing email strategies for engagement and sales.
Enhance Mobile Email Optimization – Since 36% of consumers purchase from emails on their phones, ensure mobile-friendly designs and CTAs for higher conversions.
Leverage Social Media for Younger Audiences – Social media ads are the top purchase driver for Millennials and Gen Z, making platform-specific strategies essential.
Incentivize Brand Loyalty with Discounts & Rewards – Consumers, especially those who have disengaged, respond strongly to promotions, so offer exclusive discounts.
Strengthen Data Privacy & Security Measures – With data privacy concerns rising across all generations, brands must be transparent and secure with consumer data.
Provide Consistent Brand Experiences Across Channels – Since 92% of consumers expect seamless interactions, unify messaging and personalization across touchpoints.
Tailor Loyalty Programs to Different Generations – Millennials are highly brand-loyal, while Boomers need more incentives, so adjust offers accordingly.
Diversify Content Strategies – While discounts and loyalty rewards are highly engaging, test content types like brand storytelling and educational resources.
Improve Omnichannel Availability – With 78% of consumers valuing product availability across online and offline stores, invest in seamless inventory management.
Retarget Lapsed Customers with Personalized Offers – Since 69% of disengaged consumers are open to returning, implement win-back campaigns with tailored incentives.
