Dive Brief:

• Global marketing and data analytics firm Aimia released a survey this week that found millennials are ready to cut ties with brands that have overly-pushy email communications strategies.
• The research finds that 44% of Gen Yers, though considered to be always "on" or connected, are high volume sensitive and feel inundated by mass email, SMS and push notifications communications.
• "What we are seeing is that if you don’t take the right steps to make sure what you are sending is relevant, and if you’re not investing the time to make sure you understand customers’ preferences, they will delete you because you are not adding any value," Martin Hayward, senior vice president, global digital strategy and futures at Aimia, told Marketing Dive.

Dive Insight:

High volume sensitive consumers, as Aimia dubs them, are experiencing an information overload. As brands and marketers continue to test different digital tools to reach both consumers and B2B clients in the space, the finding, Hayward explains, should be something they keep at hand. 

"Right now, the big excitement in marketing is location-based messaging and beacons which provide opportunities to talk to people where they are," Hayward said. However, "this generation is in control of their input in a way we didn’t expect to see."

Inbox fatigue is becoming a real problem, and experts say at the crux of the issue is how marketers are utilizing the MarTech tool. The solution lies in providing context.

The research interestingly also found that contrary to millennials, that Generation X had only a 13% likelihood of falling into the high volume sensitive group.