Why Email Is Untapped Opportunity To Reach Gen Z

Around 1997, the first members of Generation Z began appearing. Now, in 2022, the oldest Gen-Zers are around 25 and are hitting the workforce.  At the low end of Gen Z are those born in the early 2010s, who are just hitting their teens now.

Gen Z grew up with smartphones and social media and are more likely to share their opinions online than previous generations.

Although some might assume that Gen Z is uninterested in email, a Campaign Monitor survey recently found 58% of Gen Z-ers check their email several times a day.

Yet, according to research, Gen Z finds email a stressor. Some are migrating elsewhere. A 2020 study by Creative Strategies found that for under-30 employees, Google Docs, Zoom and iMessage were the primary apps used for collaboration.

For users under 30, email is a stressor. In 2017, a study found that the average inbox had 199 unread messages.

Still, for marketers, emailing Gen Z seems like an opportunity. Since a majority (66.9%) of Gen Z-ers receive fewer than 20 emails a day, according to the Campaign Monitor study, marketers using this channel would seem to have less competition. Moreover, some 31.8%of Gen Z-ers say they like to hear from brands a couple of times a week.



The answer may be that Gen Z looks at email much like everyone else does: It’s a stressor and can ruin a good time, but they’re not totally against using it. Every once in a while, good news comes in via email, causing them to reassess. But the fact is that email is a placeholder until something better comes along.

2 comments about "Why Email Is Untapped Opportunity To Reach Gen Z".
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  1. Dane Claussen from Nonprofit Sector News, May 3, 2022 at 6:48 p.m.

    If it's a great time to advertise on email because Gen Zers receive relatively few emails, then it's also a great time to advertise in newspapers, where your ad is more likely to be seen by the (remaining) subscribers, and also to use direct mail, since people are getting less mail than before, especially mail that's not Amazon packages.

  2. John Grono from GAP Research, May 3, 2022 at 9:23 p.m.

    My carrier pigeon business is going gang-busters!

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