However, despite all the planning and crafting of email messages, 31% of consumers delete emails within seconds, basing their decision on the subject line, according to data from Validity. The issue of quick deletions is especially prevalent among Millennials and Gen Z. The sheer volume of email is part of the problem. Validity says global email volumes (for legitimate, permission-based emails) have doubled since the beginning of the COVID pandemic in early 2020, when brands were throwing everything they had at digital channels.
Blanchette emphasized the importance of understanding and catering to Gen Z and millennials with young families, targeting these demographics for growth and rejuvenation.