Previous research compares the performance of SMS and e-mail in direct marketing, showing the preponderance of SMS in response rate and open rate. However, research does not include mobile instant messaging applications (MIM) and does not specify the preferences of the younger generation. This research analyzes how e-mail marketing, MIM, and SMS technologies are perceived and compared by consumers of Generation Z. By analyzing the variables belonging to the Technology Acceptance Model (TAM), specifically perceived usefulness and perceived ease of use, and the habit variable, which is part of the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), it is possible to explore the motivations behind the adoption of the mentioned technologies. The data obtained from a sample of 341 responses to an online survey revealed that e-mail is considered the most useful technology and easiest to use in the context of receiving communications from brands, although respondents admit that they use more MIM in their daily lives. This study offers recommendations for marketing managers to continue communicating by e-mail with Generation Z consumers while emphasizing the advantages of the other technologies.