Engaging Millennials through Email Marketing

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While millennials may be known as the “always connected” generation, the one constant often underestimated by businesses is the power of email. Ninety percent of millennials use the web to send and receive emails, and over 51% of email is opened on a mobile device. While it is true that millennials gravitate towards social media outlets such as Facebook and Twitter and mobile messaging apps such as SnapChat and WhatsApp to maintain social connections, email is used primarily among millennials to socialize with different brands on a consumer-to-brand level.

In fact, a study by Principal Financial Group Ninety found that given the choice between having one-to-one contact with brands and companies through a variety of outlets, an overwhelming amount of millennials said they would prefer the communication through email, as opposed to in person, social media, phone call or text message. Email also ranked second as a means of doing product research on a retail company, behind web searches. Although social media is a great tactic to target millennials, email is preferred to present brands as authentic, personalized, and transparent. Here are some tips to engage millennials through email marketing campaigns:

Be mobile friendly.

In a world where 80% of millennials sleep with their smartphones along their bedsides and wake up to checking their phones, it is imperative your brand makes sure email marketing programs are easily accessible across every size screen. Your brand’s message and call to action should be easily read and understood in the size restrictions of a smartphone. Incorporate “snackable” content that viewers can read in a pinch on the go.

Target a specific audience through marketing segmentation.

Segmenting email lists by age, gender, major, race, etc. can help your campaign obtain higher open and click through rates. By slimming your focus and sending messages to targeted groups, recipients will find email content more relatable. Segmenting by subscriber activity can also help identify who your most loyal subscribers are and follow up on less engaged subscribers who haven’t opened emails. Therefore, segmentation is key to narrow down a target audience and decrease unsubscribe rates.

Personalization is key to produce focused content.

Specialize your email approach by appealing to your target audience’s preferences and interests, while maintaining an unbiased opinion by drawing from different sources. For example, daily newsletter TheSkimm targets young women who want to be caught up on daily world and national news with the skim of an email. The newsletter projects a voice that appeals and relates to a variety of women and maintains an unbiased view by drawing from different sources that are most relevant, as opposed to “here are some articles you may be interested in reading.”

theskimm

Cross platforms and encourage sharing.

Millennials desire seamless transitions between the web, mobile and social media apps. Make sure your email content and layout can be viewed properly across all platforms that can make sharing effortless with the tap of a button. Include embed social media icons that allows readers to share with friends and followers straight from the message to encourage engagement.

Offer rewards.

Keep in mind that through subscribing to emails, consumers have let you into their daily lives, and find your content relevant and worth receiving. Special offers tailored to previous purchases, early access to sales and promotions, discount codes and freebies are always welcomed as a reward to email subscriptions. These bonuses keep millennials engaged and interested in continuing to receive email subscriptions from your brand.

Here at OnCampus Advertising, we can provide your business with the strategies to make your email marketing campaign a success.

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