Why Retailers Should Email Millennials More

Epsilon's new shopper behavior study may be the latest indication that millennial consumers are no longer spring chickens. In fact, they're using — hold on to your ironic fedoras, folks — email more than people of other ages to find products and services. Yes, trusty email, so often overshadowed by social media, appears to be making a comeback thanks to the Gen Y set. According to Epsilon, 43 percent of millennials, compared with 32 percent of other shoppers, said they've been checking out retailers’ emails more often in the past six months.