5 Things You Should Know When Emailing Millennials
Do Millennials still use email? How do you leverage email marketing to engage this generation? Read on to find out.
Millennials are the most talked-about generation when it comes to marketing. Together, they hold the highest purchasing power. According to a report, their spending power was estimated at $2.5 trillion as of January 2020. By 2030, they are forecast to outnumber Baby Boomers by 22 million.
This is the reason why marketers need to know how to engage them. More importantly, when using email marketing, what are the things that you should know when emailing millennials?
In this post, we’ll talk about the email behavior of millennials and the things you should be mindful of when targeting them using email marketing.
Do Millennials Still Use Email?
Despite being tech-savvy and active on social media, millennials have been known to engage brands mostly using email.
According to a study, 64% of Millennials feel that it’s most personal to them if brands engage them using email. 59% of Millennials also report using their smartphones for email. And 73% of millennials prefer to communicate with businesses through email.
For millennials, checking the email first thing in the morning is also a normal routine. One out of three Millennials were found to do this, according to a survey. Additionally, they are 63% more likely to be swayed by promotional emails, which they found to have affected their final purchasing decisions.
Overall, this means that millennials still use email. Marketers will be wise to include them in their email marketing strategy.
What You Should Know When Emailing Millennials
So how can you properly engage millennials using email marketing? Here are five things that you should know:
1. Optimize for mobile devices
As mentioned above, over half of millennials use their smartphones to check their email. This is why it’s important to ensure that your emails are optimized for mobile devices.
Use images and videos that are mobile-friendly as Millennials are 3 to 4x more likely to respond positively to emails with images and videos in their emails. They also want to make purchases without leaving the email.
2. Subject lines are important
Marketers are competing for attention and with Millennials constantly flooded by information (up to 50 emails a day), including promotional emails, it’s important for your email to stand out from the get-go.
Subject lines are one of the most crucial aspects of email marketing and they help you stand out. They also decide whether a customer would click on your email and read it. This is why you should cut to the chase and get to the point with your subject lines. Personalize it and make it sound urgent.
3. Values like transparency, honesty, and sustainability are important
Millennials have been known to demand transparency and social impact from brands. According to a report, 73% of millennial respondents said they were willing to pay extra for more sustainable brands. Another report says that 92% of millennials are more likely to purchase from ethical companies.
Millennials (along with the Gen Z) also claim that they would trust a brand more if it is transparent about its challenges. They also say that they would search out and prefer more honest products when purchasing.
4. Emphasize personalization
Millennials are aware that they are providing brands with personal data, that’s why most would want to know how their data is used. When receiving irrelevant emails, 70% of millennials expressed frustration, especially when brands recommend items that do not interest them.
5. Reward loyalty
Regardless of the generation, loyalty programs almost always work with consumers. According to research, 52% of customers prefer brands that give points and rewards for repeated purchases.
When it comes to Millennials, a whopping 76% claim that a quality loyalty program will increase their frequency of buying from a brand. That’s why rewarding your Millennial audience for their loyalty through email is worth considering.
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