How can you successfully target Millennials with Your Email Marketing?
They’re called the “always connected” generation for a reason. Millennials make up the largest demographic of internet users globally. They use the net to connect with friends, stay updated on the latest news, and voice their opinions. Even more tantalising for marketers, Millennials use the web to research and shop for their favourite brands.
As the largest consumer of online content, it would only make sense to consider millennials as a potential audience for email marketing. But how do you keep them engaged? Here are some tips on doing just that.
Keep your email optimised for mobile
The importance of mobile can’t be reiterated enough when it comes to communicating with millennials as 83% of them have a smartphone. They are likely to check their phones 15 minutes after waking up, and will check their phones at least 43 times per day. That means there’s a higher likelihood they’ll open your email on their smartphones.
If you’re targeting millennials, then you need to have a responsive design. There’s no two ways about it. It’s one small step that allows for better engagement.
Make use of social content
Millennials and social media go hand in hand. The networks are where millennials interact with their favourite brands and share content, among many other activities. If your content is engaging, and you have features that allow for sharing, millennials would most likely share it with their friends. So always ensure that your email has social media features, and the content to go along with it.
Use data to make decisions and not stereotypes
Millennials have gotten a bad rap in the past, being labelled narcissistic and entitled, but this couldn’t be further from the truth. Letting such notions shape your email marketing can do it much harm. For example, 85% of millennials are more drawn to brands that make use of cause marketing. That’s barely selfish, and you need to have such data to help you form a well-oiled strategy.
Take your content seriously
Content is very important to millennials. They’re consuming it via video, copy and imagery at a rapid rate. It drives their emotions, and allows them to feel connected with the world around them. Content has power over this generation. Just for perspective’s sake: four in five millennials find video more helpful when making important purchasing decisions.
Your email should have exceptional content that varies from images to videos and copy. It should provide value by either being entertaining or providing solutions. Like we said earlier, it should also be shareable.
Millennials shouldn’t be brushed aside by email marketers. They’re a growing market that is looking to connect with their favourite brands, and be loyal. Having a strategy dedicated to this demographic can be rewarding if done right.
