When it comes to reaching the Millennial audience, every marketer must know how difficult it is to run an email marketing campaign. There is a rumor that this younger generation has completely abandoned email and moved on to other online communication services.
However, a recent study has come up with a surprising counterpoint. Around 62% of Millennials prefer email as a go-to channel for receiving brand communications and around 64% of them feel a more personal connection when receiving an email.
This data indicates that email marketing remains relevant to Millennials despite any labels attached to them. But what makes the Millennial audience so compelling that marketers should stick with it?
First of all, Millennials perceive information differently. They are avid internet users with knowledge in hand. Simply put, they know what they consume and what the other party wants them to do. Therefore, it is not easy to persuade this particular younger generation as they need to know if something can benefit them.
To understand a winning email marketing strategy for Millennials, you need to have a clear idea of their online characteristics. It is an essential part as you will know how they react on the Internet.
The characteristics of Millennials on the Internet
1. Enthusiastic blog readers
Whether it’s a blog or another type of textual information, Millennials still rely on this type of information before making a decision. A blog contains useful information that no other platform can match.
Let’s say a brand invests in social media ads to reach a wider audience. Millennials won’t take to it straight away, especially if it’s a new brand they don’t know. They’ll look for more detailed information through a WordPress blog before making a purchase.
This is why Millennials are not easily fooled. They need to know the full context and judge it by the information that is spread online.
2. Rely on social proof
Social proof is a vital part of every marketing campaign, as it provides real testimonials from past customers. This approach has been winning over more and more customers for decades. Millennials are no exception to this strategy.
They rely heavily on social proof to gain a deeper understanding of a brand. This scheme is exceptionally unique as past customers can tell whatever their experience with a brand is.
As with Gen Z , if you want to convince these Millennials, the best option is to incorporate social proof by collecting what their customers have said.
3. Be very curious
Millennials tend to be extremely curious about something they don’t know. You can see the evidence by looking at the trend. The reason is that Millennials themselves create the movement by continuously surfing for more information on the internet. It results in massive searches in a short period of time.
However, this trait also has its flaws. Having a strong curiosity sometimes leads to quick boredom, as this younger generation tends to rely more on instant gratification.
On the other hand, marketers can benefit from this feature by creating a useful and unique campaign to capture the attention of Millennials. The rest will be much easier.
4. I hate salesy campaigns
It’s a bit outrageous to say that everyone hates sales campaigns. In fact, most people don’t care at all unless they get annoyed .
Millennials hate being forced to do something they don’t want to do. An overly salesy campaign is not only impractical but also leaves the wrong impression on the brand itself. That’s why today’s marketing strategy no longer invests in this approach.
Strategy to conquer the audience of the younger generation
Image source: blue core
Finally, after understanding Millennials’ behavior on the Internet, it’s time to apply these strategies to your email marketing. Remember, more than half a percent of Millennials still consider email as their communication tool. Therefore, by incorporating the following methods, you will win them over in no time.
1. Personalize your email marketing campaigns
About 64% of Millennials consider email as personal communication between their colleagues. They still consider it a private way to connect with them.
However private it may be, Millennials are very vocal about sharing their email on the Internet. The most prominent reason would be the need to register a social media account, which would make it easier for marketers to contact them.
You can benefit from this situation by personalizing your email marketing for the sake of a successful campaign . Personalized email, such as calling out their name or setting up a particular message, can start a deeper relationship with them in the long run.
2. Implement the right tones
Email marketing was experiencing a boom in recent years. The reason was that most of it was written in a monotonous and formal tone, the same reason why Millennials avoided this type of email in their inbox.
Understanding your audience should drive awareness of the thoughtful approach you are taking. Millennials can easily become irritated with your email if it doesn’t provide them with the useful information they are looking for.
Write your email copy as if you have two-way communication with them. It signifies your presence as a brand rather than a simple copy-paste that sounds like a robot.
3. Optimize mobile-friendly copy
First of all, smartphones are the new desktop computers. Everyone can surf the Internet anytime, anywhere. So it’s not surprising that most of the traffic comes from mobile phones.
Plus, Millennials share a significant proportion of overall mobile usage, as it’s simpler. They won’t bother setting up their desktop just to check the next email. It’s a bit old-fashioned, isn’t it?
If you want to polish your email marketing strategy, you need to consider how your copy will look on the mobile version. It is useless when your email looks good on the desktop but is a mess on its counterpart. Therefore, it is crucial to optimize your copy before publishing it.
4. Incorporate interactive content
Millennials are often linked to a short retention period. They tend to be curious but also get bored in the next second. It is something inevitable that even marketers have to manage.
However, you can find a solution by creating engaging copy. For example, creating interactive content in your email marketing can increase engagement. It eventually leads to a higher retention rate. One step closer to your marketing goals.
You can include images, infographics, and explanatory videos to grab their attention. By incorporating interactive content, you are directly asking Millennials to interact with your copy. They won’t be forced to read the entire text, which they find a bit exasperating. This way, it’s a win-win situation.
5. Integrate with social networks
Social media has become a staple of the internet right now. You will never be able to get rid ofsocial mediain this day and age. But it is great news for you to promote your product as it is a part of the digital marketing strategy.
Your email marketing partner . The campaign should not only be compelling but also persuasive at the same time. Using the right tones, including malaysia email list interactive content, and making your email sound more personalized is not exactly enough to retain Millennial readers.
You need an integration at the end of your copy that urges the audience to check it out right away. But no, this isn’t a call to action (CTA). It’s more like a channel to your official account that represents your brand well – social media.
Social media is a perfect place for branding purposes. If your readers are well aware of your CTA type, they will most likely ignore it. But that is not the case with social media. Millennials are avid social media users. They are more interested in how your brands look on their phone than in clicking on a link that leads to your landing page.
6. Get straight to the point
Stop with wordy and irrelevant text in your copy. First, it doesn’t look convincing at first glance, and second, it bores readers. It’s important to include many key features you want to offer in your email marketing, but in the end, it doesn’t display the most crucial information.
Remember, Millennials are prone to boredom. They prefer simple information that fills their curiosity void. Therefore, your long email won’t do them justice.
It is best to keep your text concise and short by adding interactive content. You will be able to reduce unnecessary information that your audience can easily get from your official account.
Tell your readers what’s going on with your technical seo optimization tips and updates brand and why they should care about it. Just write the gist, add engaging content, and leave your readers with a strong CTA that gives them a sense of urgency.
Conclusion
Writing email marketing for Millennials can be a challenge at times. It is not easy to approach them like the younger generation – Generation Z, who understands the Internet at an early stage.
Given the practical knowledge about a couple of things, Millennials can effortlessly interpret information on the Internet. It makes every marketing effort distinct from the last as they view marketing information differently.
Email marketing for Millennials is definitely at a different stage. It’s not something they would immediately search for when it comes to them. But it’s not too old-fashioned to do so. Most Millennials consider email to be a very personal way to communicate with them.
However, you need to keep in mind who your recipients are. Not all Millennials are young. In fact, Millennials are now between 25 and 40 years old. Most of them have work experience that is an excellent source for different marketing approaches, meaning your email is not just promoting your brand.
If this is the case, you can use bfb directory personalized email marketing by incorporating an excellent business proposal into your approach. Prospero is one of the online tools for creating a business proposal on the Internet. You can produce and personalize your email marketing using their service.
All in all, it is better to understand the behavior of Millennials before incorporating any of these strategies. The methods will work well when you understand who your audience is and how they perceive information online. Only after that, you will get the maximum result from your email marketing strategy.
