Do millennials unsubscribe from hospitality emails more often than boomers?

Two weeks ago we shared some really surprising YOY email unsubscribe stats. Today, we’re follow up on a question we teased at the end of that post about whether opt-out rates change in relation to age. Said another way, do millennials unsubscribe from hospitality emails more often than boomers? Here’s what we found.

The Goods
To find our answer we looked at email campaigns sent to over 6,000,000 recipients during the last three months by a dozen hotels and resorts. We then found the opt-out rates for the same age groups we used for email open rates last month and plotted them below.

Millennials (age 15-30) averaged an opt-out rate of 0.26%. Boomers (age 51+) averaged an opt out rate of 0.21%. The in-between groups saw averages of 0.21% (age 31-40) and 0.18% (age 41-50). The overall average for this group was 0.21%.

What This Means
The simple answer is, yes, a millennial is much more likely to unsubscribe than a boomer. But boomers, however, are not the least likely to do so. Interestingly, the lowest rate for this sample was found among 41-50 year-olds.

But even at the peak, these unsubscribe rates are still less than 1/3 of 1% so let’s put things in perspective. If you send a campaign tomorrow to a list of 10,000 millennials and 10,000 boomers and the averages above hold true, you will have lost about 5 more millennials than boomers by this time next week.

Next Week, Another Insight
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