Deal-seeking Gen Y wants it through email

Women are more likely than men to subscribe to email marketing messages, according to a new study by interactive marketing solutions provider ExactTarget – and judging by the obscene amount of emails I get each morning from various companies, I can’t say I’m surprised.

But here's the real kicker: The study also found that more than half of online teens are turning to email – not social media -- in search of deals and exclusive offers. Despite sites like Facebook and Twitter being touted as the best new way to reach out to shoppers with promotions and special discounts, it seems as though consumers are mainly looking elsewhere.

“Regardless of age or gender, email is the first place consumers turn when they want ongoing promotions or information tailored to their unique interests,” said Morgan Stewart, principal, ExactTarget’s research and education group. “Consumers are turning to Facebook and Twitter to show support for their favorite brands. However, when it comes to on-going deals, email remains the channel of choice.”

In fact, Gen Y is twice as likely to subscribe to email (56%) in search of on-going deals as they are to search for deals on Facebook (28%).

As much as I love social media, I’m with the majority: I’m way more likely to take advantage of an email offer than scrounge around for deals on Facebook and Twitter. This also has to do with the fact that email promotions make it easy for consumers -- you don’t have to search around on other sites, especially when they can come neatly presented in your inbox each morning.