Provide your millennial customers with the email communication they want.
For many marketers, understanding millennials and their values can be a challenging endeavor. But when you consider that 35% of today’s working-class consists of millennials, you no longer ignore the need to market to their needs.
It’s very likely that you’ve hired a few millennials yourself — but the real question is have you adjusted your marketing to appeal to their wants and needs? Millennials are different than the generations before them and that means you need to market to them in a different way.
And that’s a true statement across the board. From investing in digital advertising to improving your email marketing, your marketing methods should keep the needs of millennials and generation Z in mind.
Whether you’re adjusting your cold email strategy or working to build trust and loyalty among your customers, there are a few things you’ll want to keep in mind. In this article, we’ll take a deeper dive into the things you’ll want to consider when using email marketing to reach the younger generations.
Here’s a quick look at what we’ll cover:
- Why you need to approach email marketing differently for millennials
- How cold emails can help you reach your younger customers
- Why everything needs to be optimized for mobile viewing
- The importance of building trust and loyalty among your customers
Millennials are on their phones at all times of the day. Whether they are at work or hanging out with their friends, the temptation to check their emails and messages is always there.
Why Approach Emailing Millennials Differently
Marketing to your millennial audiences is a very different experience than marketing to the generation before them. But you also have to consider the world we live in today isn’t the same as it was 20 and even just 10 years ago.
Younger generations have grown up with technology and are more connected than ever before. While that may send you into uncharted waters when it comes to reaching your audience, it can be an opportunity to increase your customer reach.
By reaching your customers via email, they can receive your messages and make a purchase from nearly anywhere. They could be at home, but they can also be at the park, hanging out with friends, or even at work. With the help of mobile devices, email marketing lets you reach your millennial customers where they are and at any time.
So if you’re ready to make the extra effort to reach your millennial audiences, keep reading for a few tips to win them over with email marketing.
Email is not a dying marketing tactic. In fact, millennials want to be reached via email in both a professional and personal setting.
Email Tips to Win Over Millennials
Email marketing is not dead, in fact, 63% of millennials feel that email is their preferred channel to communicate with retailers. That means that email marketing can, and does, still work to reach your younger audience segments.
Are you not seeing the email metrics you’d hoped to see when communicating with your customers? Here are a few tips to improve your email marketing and better connect with your millennial customers.
Cold emails are a method to reach out to new customers who have never interacted with your brand before. It’s a great way to reach potential customers, and it turns out it’s one of the preferred methods for Millennials.
Cold Emails Can Still Work When Done Right
The art of cold emails is not lost with this generation. In reality, millennials have stated that email is still the preferred way to reach them at work. That statement proves that cold emails can, and do, still work. It also means that a cold email is much more likely to connect you with a potential customer than a call cold every will.
If you’re thinking about using cold emails to reach your customers, here are a few things you’ll want to consider:
- Connect with your customers on a more personal level, don’t make it sound like a marketing pitch
- Find common ground and use that to build a connection
- Quickly get to the point and let them know what value you can offer them
- Along those lines, make sure your communication is clear and concise or you’ll lose their attention
Cold emails can provide you with direct access to your customers. It’s important to take the time to learn about each customer’s wants and needs, but can be a very successful email marketing tactic for Millennials.
Mobile devices are now one of the main sources of marketing consumption. Your customers are checking their emails, texting, and shopping right from their smartphones. If you’re not optimizing for mobile, you’re missing out.
Everything Must Be Optimized for Mobile
93% of millennials own smartphones. That means that nearly all millennials are utilizing mobile devices to check text messages, emails, and social media apps.
While it’s been a trend for years now, if you are not thinking in a mobile-first mindset, you’re missing a huge opportunity when it comes to the younger generations. In the digital world, we live in, you should assume that your emails are being read on mobile devices. That means that every single email you send should be optimized for mobile.
Here are a few quick tips on how to ensure your emails are optimized for mobile:
- Keep imagery clean and simple, there’s no reason to go overboard
- Responsive templates are a must and will allow your emails to appear correctly on any device
- Write in short sentences and avoid long drawn out paragraphs
- Don’t forget to consider that touch screens provide a different clicking experience than computers
Mobile optimization is extremely important in today’s marketing world. Even if you’re not focusing on your millennial and generation z customer base, it’s something that all humans are gravitating towards.
While you might not literally be pinky promising your customers, building trust is a big thing with millennials. They need to feel like they trust your brand and that you stand for something they care about.
Build Trust and Be Transparent About Brand Values
Don’t pretend like you’re something you’re not. Millennials appreciate companies that own their brands. You don’t have to create elaborate marketing schemes to grab their attention, you just have to be yourself and let your brand identify.
Millennials take their time when making purchasing decisions and seek out the advice of others through ratings and reviews. They often want to feel a connection and know what a brand stands for before committing to making a purchase.
Email is a great way to build that relationship and instill a sense of trust and loyalty with your customers. Through welcome campaigns and other targeted marketing tactics, you can warm up your subscribers and turn them into returning, loyal customers.
Email marketing is not dead. Your millennial customers want you to be communicating with them via email, you just need to know how to do it the right way.
Email is a Great Tool to Reach The Younger Generations
No matter what you read, email marketing is not going anywhere. In fact, it’s likely going to continue to be one of the best ways to reach your customers as the mobile world around us continues to change. Your millennial audience relies heavily on email marketing in both their personal and professional lives. If you have not optimized your emails to meet their needs, you’re missing a big opportunity.