Strategies that worked well when marketing to Gen Xers, on the other hand, may not work as well when marketing to millennials and Gen Zers. Listed below are five strategies for involving younger generations in email marketing campaigns:
1. Check that your emails are optimized for mobile devices
Millennials and Generation Zers use their phones to check their email, with 59 percent and 67 percent, respectively, doing so. If you do not optimize your messages for mobile devices, you will alienate a significant portion of your audience, making it extremely unlikely that you will ever achieve success with email marketing.
Fortunately, optimizing a website for mobile devices is a simple process. It’s as simple as partnering with a mobile-friendly email service provider like Nutshell in order to gain access to an extensive library of mobile-friendly email templates.
2. Become an expert at crafting subject lines that will get people to click
Your email subject lines are critical, regardless of who you’re marketing to or what industry you work in. When communicating with younger demographics, the subject line is even more important than usual. This is due to the fact that Millennials and Generation Zers are constantly bombarded with information.
Millennials receive between five and fifty emails per day, according to 66.2 percent of them. In addition, the average Generation Zer spends nearly three hours per day on social media and 23 hours per week watching videos, according to research.
Advertisements, blog posts, YouTube videos, and other digital communications are all competing for the attention of young people. The subject line of your email will be deleted immediately if it does not grab the reader by the metaphorical lapels and pique their interest in some way.
You’ll need to test a variety of subject lines to see which ones perform the best in terms of clickthrough rates.
3. Communicate the company’s values and beliefs in a consistent manner
Millennials aren’t just looking for great deals on high-end products; they’re also looking for great experiences. Aside from that, they want to support brands that are consistent with their personal values and worldview.
Consequently, what is the guiding principle of your company? What causes does it support and promote? Are you a philanthropist who likes to help others? Do you give a portion of your profits to a charitable organization? Which ones, if any, are they? Are you committed to environmentally friendly manufacturing practices and providing your employees with a safe and ethical workplace?
Toms, the shoe company, is an excellent example of a brand that is focused on providing value to its customers. Toms donates a pair of shoes to a person in need for every pair of shoes purchased by the company. Customer response has been overwhelmingly positive, and Toms’ meteoric rise to popularity has been attributed to this support.
You should communicate the values of your company to your email subscribers after you have established them.
In order to effectively communicate your brand’s mission and build a stronger connection with millennials and Generation Zers, email is the most effective channel. Additional benefits include increased profits for your company as a result of this: Millennials are more likely than any other generation to make ethical purchasing decisions, according to a new study.
4. Create an enticing customer loyalty program that will keep them coming back
The benefits of customer loyalty programs are numerous, and every business should implement one. Seriously, according to research, 52 percent of consumers give higher priority to brands with which they can earn rewards or points.
In addition, 76 percent of Millennials and 43 percent of Generation Zers believe that a well-designed loyalty program will increase their likelihood of making a purchase from a particular brand. In other words, your company’s customer loyalty program may be a significant source of additional revenue!
The success of your loyalty program can be aided by the use of email marketing. How? Simply send special offers, coupons, early access to sales, and other promotional materials to your subscribers to make them feel valued and to encourage them to spend more. Believe us when we say that your younger customers will be extremely grateful for your efforts!
5. Be prepared to say something worthwhile on a consistent basis
Every email you send should have a specific purpose. This is standard email marketing advice, but it is especially important when trying to engage Millennials and Generation Zers.
As previously stated, Millennials and Generation Zers consume content on a near-daily basis, if not more frequently. Consequently, anything that does not immediately interest them or that is unrelated to their current life circumstances is automatically tuned out by their brains.
If you want to effectively use email marketing to reach younger generations, you must only send them messages that are relevant and valuable to them, and nothing else.
Now, “value” can take on a variety of different shapes and manifestations…
The sale of relevant products and/or services is extremely important in this case. Information on relevant subjects is extremely valuable. It is impossible to overstate the importance of interesting and/or entertaining stories.
What is NOT valuable are messages that are excessively promotional in nature and are clearly intended to generate revenue for the sender. Due to the fact that they come across as spammy and insulting their intelligence, these types of emails alienate Millennials and Generation Zers.