Insights from a study by the Aimia Institute show Millennials are 44 percent more likely to permanently disengage with brands if they receive high volumes of mass generic emails. They call these consumers “High Volume Sensitive.” The findings show 59 percent of High Volume Sensitive consumers are overwhelmed by the volume of email communications they receive from brands. The results are similar for SMS messages (60 percent) and push notifications (62 percent).
High Volume Sensitive consumers are choosy about how they interact with brands, and will only engage if the content they receive by email is tailored to them. If the information is not personalized or too frequent, they find ways to disengage with a brand. Eighty percent will block numbers, 84 percent will close accounts and unsubscribe from email lists, 82 percent will delete apps, and 86 percent will unfollow brands on social channels. Aimia said a defining feature of High Volume Sensitive consumers is they are equally willing as others to share their personal data. However, they are 2.3 times more likely to disengage when bombarded with large numbers of irrelevant messages.