The rapid rise of social media has some marketers questioning what types of marketing appeals to Millennials. Some would even argue that email marketing is a marketing tool that Millennials don’t embrace, choosing to consume marketing material in more visually stimulating formats. However, email marketing has never been more effective in achieving ROI goals for small and medium size businesses. According to eMarketer, email marketing tops the list of digital tactics driving customer acquisition and retention.
Savvy marketers are likely to counter that although email marketing works now, it simply doesn’t appeal to millennials. A recent study in AdWeek found, however, that 42% of those 25-34 years of age reported opening retailer emails more often over the past six months, compared to just 32% of other age groups, and recommended retailers use increase their email marketing efforts targeted at millennials.
The challenge for marketers is to ensure they deliver their emails in ways that appeal to the millennial market. Here are 3 tips to improve email marketing targeted at millennials:
Go Mobile
According to one recent study, almost half of all shoppers will delete an email they can’t easily read on their smartphones. That’s especially true of millennials, 9 out of 10 of whom say they are never without their mobile phones. To make email marketing attractive to this age group, make sure your emails work and are optimized on mobile devices.
Integrate Email and Social Media Marketing
Millennials live on social media channels like Facebook, Twitter and Instagram. Your email marketing campaigns should dovetail seamlessly with those you construct for social media. You should also make sure both email and social media posts drive customers to a dedicated landing page.
Keep Text to a Minimum
Among the acronyms gaining popularity among millennials is TLDR, or “too long, didn’t read.” More than their older counterparts, millennials like to get in and get out fast. Respond to their quick consumption tendencies by going light on text and using more visual content, like images and infographics.
Email marketing remains among the most effective strategies retailers can use to increase their customer base and ROI. Maximize the effectiveness of your email marketing campaigns by targeting millennials with content that works on mobile devices, integrates with social media campaigns, and keeps text to a minimum