Customer Engagement

Millennials lead B2B buying now, and they hold email to the highest standard

Millennials and Gen Z now dominate B2B buying, and few generations scrutinize email as closely as Millennials. Here's why that has real commercial consequences.

In two years, Gen Z went from AI's biggest skeptics to its heaviest users

In 2024, Gen Z was the most wary of AI in email. By 2026, they're the least likely to avoid it. New Exclaimer research on how fast communication norms shift.

How different generations use email at work

Baby Boomers keep emails. Gen Z lose them. Millennials email for job applications more than anyone else. Here's what the data says about how each generation actually uses email.

People judge your emails in seconds, before they've read a word

People judge a business email in seconds, on signals you control. New research on 2,000 adults reveals what makes yours trusted, and how to get it right.

AI made everyone sound professional. Here's what still proves you're real.

More than half of us now use AI to write, just as 41% of people question whether a message is genuine. Here's why the signals of a real sender matter more.

UK vs U.S. email communication preferences: Why Brits choose email over phone

Exclaimer's When It Matters research, which surveyed 2,000 adults across the UK and U.S., found that in the UK, email carries institutional weight it simply doesn't have in the same way on the other side of the Atlantic. For organizations managing email across both markets, that difference has direct implications for how professional and consistent those emails need to be.

Why customers doubt your emails, and what earns their trust

Nearly half of people have questioned whether a message was genuine. New research on 2,000 adults reveals the signals that make an email look legitimate.

Why Gen Z still emails when it matters

Gen Z hasn't abandoned email. New data from 2,000 adults shows when they still choose it and why they lose the most on chat apps.

How America really sends its messages

New data from 1,000 US adults reveals America's digital communication habits. Where the phone still dominates, where email leads, and what it means for businesses trying to earn trust in American inboxes.

How the UK really sends its messages

New data from 1,000 UK adults reveals The UK's digital communication habits. Who they WhatsApp, what they email, and why the UK is the most email-reliant nation in our study.

As AI use rises, over four in ten consumers question whether messages are genuine, Exclaimer research finds

Survey of 2,000 UK and US adults finds AI and communication overload are changing how consumers trust and act on important information, with email emerging as the preferred channel for messages that matter

When it matters: How people really communicate

We asked 2,000 adults across the UK and U.S. how they really communicate. We asked which platforms they trust, what makes a message feel legitimate, and what they’ve lost when those messages disappeared.