Email Marketing Might be the Best Way to Reach Millennials
They’re a fickle audience with attention spans maxing out at less than seven seconds. Their purchasing behaviors are some of the most baffling stats marketers can crunch. They bore easily and are more concerned with discovering the unknown, making it cool and then kissing it goodbye once it’s gone mainstream. I’m talking about millennials. Hey! I can. I am one.
My generation grew up with technology; some of our peers invented social media. Now, some of us work in marketing (like me) and leverage the same platforms we once used to connect with classmates or find the next campus party to sell products (and lots of cell phone cases). But as far as digital marketing goes, millennials are extremely receptive to email marketing. But we’re picky about that too.
We’re informed shoppers. We are Google wizards and we’re always looking for the best quality product at the lowest price the web has to offer. We love information. Don’t tell us about a product; show us its functionality. Even fashion retailers have grown from simply showing multi-view photos of products to showing videos of models (in all shapes and sizes) wearing the product so consumers can see how it flows.
So how do you successfully pull off an email marketing campaign on a millennial demo? We can’t give away all of our tricks, but here’s a good place to start:
- Curated Content. Millennials respond to entertaining, unique content. Throw in a puppy or unicorn and you’ll see engagement rates surge.
- Witty Subject Lines. It’s pretty much the only way you’re going to get this audience to open an email. Don’t fall for those cheap tricks, like misspelling or teasers that don’t deliver.
- Don’t Spam Them. Just as easy as it was for them to sign up for your email blasts is just as easy as they’ll figure out how to unsubscribe.
- Don’t Break the Trust. Millennials trust media more than other generations; don’t abuse it.