51% of Consumers Prefer to Get Personalized Offers Via Email

As consumers demand more tailored experiences, the way brands deliver personalized offers matters as much as the message itself. New research from Wunderkind reveals that while email continues to dominate, mobile channels are rapidly gaining traction — especially among younger generations.

• Email leads as the top channel for personalized offers, preferred by 51% of consumers. That share rises among millennials (56%) and Boomers (53%). 
• Text/SMS (25%) and in-app push notifications (24%) highlight growing comfort with mobile-first engagement. Gen Z stands out for in-app push preference (29%), while millennials (33%) and Gen X (30%) are twice as likely as Boomers to prefer SMS.
• Traditional touchpoints are still somewhat relevant: 17% still prefer physical mail (jumping to 28% for Boomers), and 9% favor phone calls.
• 17% of respondents say they do not want marketing offers at all.

Wunderkind notes that marketers should lead with email personalization, but reinforce it with SMS and app-based offers for younger consumers. For Boomers, email plus occasional mailers deliver trust and familiarity. And in the end, a multichannel approach ensures relevance across generations.

For more insights, download Wunderkind's full report here.