Luxury brands seeking affluent customers should favor e-mail over mobile text messaging, according to 2014 first-quarter data from the Luxury Institute. As recently reported by eMarketer, the Luxury Institute found that just 17% of U.S. affluent internet users, those with an income of $150,000 or more, had signed up to receive, or were somewhat to very likely to opt in to, text messages from a luxury brand. Even tech-savvy, affluent millennials were not interested in luxury brand messages popping up on their phones: Only around a quarter said they had or would be interested in receiving such communications, a percentage similar to Generation Xers. In contrast, 49% of respondents said they had opted in, or were somewhat to very likely to opt in, to receiving e-mails from a luxury brand. Luxury brand e-mails are likely to do even better with younger affluents, however. The overall e-mail acceptance of 49% was skewed lower by boomers (44%) compared with millennials (61%) and GenXers (54%). The study held another discouraging note for digital luxury-brand marketers: Digital generally doesn't appear to play a major role in U.S. affluent internet users’ shopping or purchase processes for luxury items. For example, only 22% of all affluent respondents (27% for techie millennials) said they researched luxury brands online and then purchased in-store. For more, see http://www.emarketer.com/Article/Affluents-Dont-Want-Texts-Luxury-Brands/1010867
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
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