How-to Market to Millennials: Are Emails Still Relevant?

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How-to Market to Millennials: Are Emails Still Relevant?

Millennials are a fast paced group that are in with the new and out with the old, so do emails belong in the dinosaur era, or are they still relevant to the group born between 1985 and 2000?  Well, if you plan to have a successful marketing campaign with the Millennials, then you better know the answers to these questions!  The short answer is yes, but not in the same way email was relevant to the generations before.  Here is what you need to know before emailing a Millennial:

Millennials need to feel special

As most of us know, Millennials like attention.  They take selfies and post about their lives constantly.  What this means for email marketing that targets Millennials is that the content needs to be specific to that person.  It not only needs a greeting that includes their name, but the body of the email needs to feel like it’s only to them.  This generation is not in the dark about all the information you know about them, so it is to your benefit to let them know that by crafting an email based on their habits and preferences.  They prefer the technological advances and convenience that offers.

Has social media replaced email?

No way!  Currently, email and social media are not competing and there is a purpose for both.  While the Millennial’s parents sent and received personal emails, their kids have reserved this function for more formal interactions–work, business, shopping, and similar activities.  Social media is for personal communications, but it can also be a place where you can place pictures of your product and pull the Millennials in.  They also take advantage of social media sharing, so always place a link on your website to let them share your product with their social media following.

Timing is everything!

Email marketing is tricky!  Everything needs to be perfect to get a bite, so get ahead of the game and know statistics.  Do most people read emails in bed?  Do they read in the morning, or night?  Knowing the answers to questions like these will help you send out your communications at the perfect time.  And don’t forget that you are competing with other emails, so make your deal something they don’t delete instantly.

The new way of communicating via email

Loosen up a little bit!  Millennials are not going to click on an email with a subject line written for their grandparents.  Too proper is too boring for them.  Catch their eye with trendy emoji’s, special characters, or hashtags.  Whatever you choose, just make sure you are keeping your post short and sweet, and doing the research on your target audience to see what they are clicking on.

Be accessible on any device

We have finally reached a point where desktop computers are not as relevant as they once were.  People are going mobile, so make sure your content is accessible on their phones and tablets.  If they click on your email and the format is wrong, or your pop-up’s aren’t coming through, they are not going to waste another second on it.  And once you get the email design right, don’t forget to add links to your social media accounts.  That way you engage the Millennial, and hopefully they reciprocate.

Of course email is still relevant even to the Millennials, it’s just the language that has changed.  If you can stay current with the trendiest ways of communicating and using email along with other forms of contact like Facebook, Twitter, and Instagram, then you will be on the road to a successful email marketing campaign.

We’re experts with this generation, so if you are needing advice on your email campaign, please, don’t hesitate to contact us!
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