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Email Marketing to Millennials: How to connect with an Email aversive audience

4 min to read

Millennials have been accused of killing a lot of things, from real estate to saying “Merry Christmas”. Email is one of them but this is far from the truth.

Sendinblue conducted a survey and found out that 63% of the respondents prefer email as a channel to communicate with retailers, with text coming second with only 14%.

Some companies have unlocked the secrets to email marketing to Millennials, but others are still struggling.

If you belong to the second category, keep reading because we have some ideas for you. If you belong to the first one, keep reading because you might discover a new idea to enhance your already successful email campaign.

Here are 10 ways to do email marketing to Millennials correct

1) Personalization

Email marketing example 1

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According to research from Accenture, 75% of consumers are more likely to buy from a retailer that recognizes them by name, knows their purchase history, can recommend products tailored to their preferences based on previous purchases and searches.

Personalization doesn't have to end there. If your business sells stuff that people use again and again, like face creams, toilet paper, supplements, etc, you can implement that in your campaign by sending a weekly, monthly, bi-monthly (depending on the product) email reminder to fill up their cart.

2) Loyalty

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Millennials are more loyal than you think and they can buy again and again your products or services and recommend them online or offline.

But the same way you want them to be loyal, your business should be loyal to those customers by rewarding them. Different promotions like sales, free shipping, personalized vouchers, exclusive VIP access, etc. techniques like this will also boost their loyalty.

3) Mobile optimization

With the increase in the use of smartphones more than half of the emails sent are opened on phones and not on desktop

70% of users are likely to delete poorly displayed emails under 3 seconds and 15% to unsubscribe.

We hope this is enough to convince you to make sure everything is mobile optimized.

Do:

  • Optimize the size of your images
  • Get to the point
  • Keep the subject line short
  • Keep CTAs front and center
  • Add alt text (for when the signal is low)

You should also make sure that your landing pages are mobile optimized. Imagine the disappointment of a perfectly executed email that leads to a very disappointing landing page.

4) Target different sub-demographics

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Millennials are currently 22-37 years old. Some of them are students, some of them have kids. That means that their interests, lifestyle, income, schedules are wildly different from one group to the other. And by extension, what they want and how you present it differs.

Students might be interested in the student offers your business might have to offer and older millennials might be fascinated by the new wine opener you just stocked.

No matter if your products or services are targeted to one or ten sb-demographics you should optimize your email marketing to Millennials to each one of those different groups.

5) Incorporate support and Q&A

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In case you are living under a rock, millennials would rather flush their phone down the toilet than answer a phone call. And honestly who wants to wait in line and be passed through different agents?

Make support and Q&A easy for them through the emails by redirecting them to a live chat and a comprehensive Q&A section

Details like this will be highly appreciated by your clients

6) Keep it simple

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It will surprise you to learn that eating avocado toast and complaining is not the only thing millennials do. They are actually pretty busy, like everyone else, with studying, working, even raising kids.

  • Include a very direct call-to-action (don’t give too many options)
  • Experiment with multimedia (your clients prefer a video or some gifs than the 1000-word blog post you want to share)
  • Get to the point (the average attention span of a millennial is 12 seconds)

7) Send all your different promotions

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59% of customers will take action from emails that contain promotional offers.

In your email marketing strategy to Millennials try to include countdowns and show stock levels since Millennials are “suffering” of FOMO (fear of missing out). 60% of millennials would make a reactive purchase after experiencing FOMO, most often within 24 hours.

8) Reclaim abandoned carts

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The global average rate of cart abandonment is 75.6%

Abandoned cart emails have a much higher conversion rate and average value than average emails but you have to be smart about it. Try to be more personal and client-centered rather than sale-centered when it comes to abandoned cart emails

Emails with headlines and subjects like “Don’t forget about me”, visual reminders of the client’s choices, and a voucher or free shipping for the items already in the cart are more likely to lead to purchase than a blunt, impersonal email like “You’ve left something in your basket”

9) Try interactive content

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Interactive content can skyrocket your email campaign. It is unique and gives the customer the feeling that they have a voice and they matter. It also engages the client rather than overwhelm them and make them delete or worst unsubscribe.

10) Connect on other channels

Email marketing to millennials

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So your email marketing campaign to millennials ticks all the boxes and you even managed to draw the attention of an audience who doesn’t prefer to interacting with retailers by email.

How do you keep them now?

Offer them other ways of communication. In your email include links to other channels that they can reach your business, like Facebook, Instagram, Twitter, WhatsApp, even a link to download an app, if you have one

Millennials don’t hate email, their attention has evolved to be more selective and the old boring email techniques just won’t cut it.

Just remember, stay true to your brand’s voice and provide your audience with useful content

Codedesign is a digital marketing agency specializing in data-driven online sales and lead generation solutions for brands in a variety of verticals. Contact us to schedule a consultation with one of our digital marketing experts. 


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