Developing content for your email marketing campaigns can sometimes feel like it requires a crystal ball or a lucky streak to get things right. This notion holds especially true if your ideal audience falls into that powerful rising segment of youthful consumers who have both particular tastes and a discerning eye for content. To help your brand capture the attention of these shoppers, and the substantial amount of spending power they bring to the digital world, let’s talk about some of the best ways to optimize your content with Millennials in mind.
Why Millennials Matter
Before delving into the particulars of this process, you’re probably wondering why exactly these people – born between 1982 and 2004 – matter so much to your company’s inbox prospects. According to Yahoo’s Ryan Jenkins, it all starts with the fact that the balance of power is constantly shifting toward this demographic when it comes to expendable income.
Specifically, Millennials stand to have the most spending power of any generation by 2018. Outside of this trend, the people that fall into this range also stand to account for a staggering $2.45 trillion in purchases by the end of this year. Finally, no other generation is as tethered to its mobile devices as the Millennials, meaning that brands who are trying to ride the wave of on-the-go mobile marketing must account for the influence garnered by this type of shopper.
Now that you understand why the Millennials matter, it’s time to cover what these viewers are looking for in terms of inbox content. As Shea Bennett of Social Times explains, these consumers can’t get enough of content with a heavy cultural orientation. While other players in the world of email marketing are trying to jam overt promotions in front of the Millennials, your brand needs to “get with the times” if it wants to really generate some buzz.
Whether you highlight how your product is relevant to social trends or regional events and gatherings, the big key here is to tether your content to desirable happenings and movements. Simply throwing out an email that’s nothing more than a thinly-veiled “buy me now!” statement isn’t going to cut it with this group.
Keep Things Short and Sweet
As far as the length of your inbox offering goes, Bennett goes on to point out that brevity is a powerful ally when it comes to the Millennials. In fact, Bennett reports that two in five Millennials will simply abandon your content if they consider it too long or boring. Considering how much time and effort you put into developing these offerings, it’s safe to say that facing down an outcome such as this one falls firmly into the “disaster” category.
During your content optimization sessions, ask yourself the following question: “Would my son or daughter read this through to the end?” If the answer is anything other than a confident “yes,” it’s imperative that you head back to the drawing board and see if the message can’t be trimmed or edited down to a more desirable length.
Build with Mobile in Mind
Another strong tactic – this time from Entrepreneur magazine’s Eric Krattenstein – revolves around the concept of building with mobile devices in mind. As we covered earlier, no other generation relies on interacting with email marketing campaigns via mobile platforms as much as the Millennials, so creating accessible and refined content for these devices is a must.
Generating templates and email messages that offer up a responsive experience is a good start. However, if you really want to win on this front, you’ll need to constantly test the end user experience early and often across as many devices as possible.
Leverage Social Media as Much as Possible
Finally, Krattenstein notes that successful email marketing campaigns don’t just take place in the inbox. If you really want to squeeze out the maximum amount of value from these initiatives, then you need to get active on social media and jump right into the middle of relevant digital conversations.
Tweeting out interesting content, sharing your email messages via Facebook posts, and firing off sharable visuals on Instagram all make the cut. Naturally you’ll need to figure out which social networks matter most to your portion of the Millennial demographic pie, but the idea of the “more the merrier” definitely holds some weight in this strategy.
As you can see, building a strong relationship with the Millennials is both highly important and challenging if you’re not prepared for this journey. However, with this newfound knowledge guiding your way, there’s no reason why your brand can’t connect with these shoppers on a deep, meaningful, and lasting level.