The millennials – a misunderstood and sought-after demographic in the marketing world. Everyone wants to appeal to millinnials, but there is something entirely different about them that makes it a notoriously difficult task.
“Millennials are eschewing the old way of doing things: they don’t click on banner ads, buy print magazines, read snail mail, or watch traditional network television. It begs the question: Is going viral on Snapchat the only way to reach millennials?” asks Antoniya Koleva Zorluer from Business2Community.
Although this is one way to garner engagement from millennials, it is definitely not the only way to connect with them. As addicted to social media as those 20-something year olds seem to be, it’s not their only digital focus. In fact, millennials spend just as much time, if not more, diving into their inbox everyday.
If you’re interested in email marketing and you want to market to millennials, then you should be salivating right now. However, you shouldn’t assume that simply sending emails to that demographic is necessarily going to have any impact. Engagement with millennials requires a lot more tact and depth if you truly want to resonate with them.
Tips To Shake Up Millennial Inboxes
So what do you need to do to make them open, read, and click your emails? Here are a few pointers for those who are on the other side of the fence.
If you want millennials to get excited about what you are offering then you need to demonstrate that you are offering them something exclusive. Millennials know how to take care of themselves in the digital realm, so what’s the reason for them to listen to you?
“To win with millennial email marketing, be sure you’re providing value that they can’t get anywhere else. Make them feel special by sharing exclusive tips, tricks, tools, discounts, or information only via email,” Zorluer recommends. “Give them an opportunity to ask a question to your CEO directly via email. Give them edge others won’t have.”
Millennials (like everyone else) have short attention spans, but they are also very creative as a generation. They like to be engaged and act in a way that makes them feel like they are contributing to the creation of something bigger than themselves.
“The most successful millennial marketing campaigns are similar in that they engage Millennials and make them the hero of the campaign. In your emails to millennials, always think about engagement,” Zorluer says. “If an email has no call to action, question, or follow-up, it won’t be efficient with this generation. Send every email with an idea in mind for what the next step is for the Millennial who reads it.”
Optimize For Mobile Devices
There aren’t too many millennials that don’t have a cell phone constantly glued to their hand. This is a big signal that if your emails are optimized for mobile, then you could be missing out on a huge portion of engagement.
“Make sure your emails look as good on an iPhone as on desktop. Create emails that can be consumed quickly, on any device, and make it easy for them to take action wherever they are (yes, this means big call to action buttons in email),” Zorluer says.
The most important rule of engagement for millennials is staying authentic with your email marketing. Don’t try to grease them up with fancy jargon or complicated sales pitches. They will see right through it. Instead, be up front and let them know what is really happening. They will appreciate the honesty and this can build strong loyalty ties.