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.