Millennials are a misunderstood yet seriously sought-after demographic in the marketing world. Every marketer longs to attract millennials — since they’re the largest living generation with such tech-driven natures — but there’s something entirely different about Gen Y that makes appealing to them 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’s not the only way to effectively connect with them. As captivated by social media as this group of 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 email inbox each day.
If you’re interested in email marketing and are looking to market to millennial group members, you firstly shouldn’t assume that simply sending messages to members of the right demographic is going to have any impact. Engagement with the Gen Y group requires a lot more tact and depth if you truly want to resonate with them.
So what do you need to do to make your relevant recipients open, read and react to your emails? Check out this quick list of the best ways to appeal to the younger demographic.
Practice Exclusive Marketing
If you want millennials to get excited about what you’re offering, you need to demonstrate that the benefits, prizes or information you’re extending is exclusive to them, only them and only through receiving your email. 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 an edge others won’t have.”
Inspire Calls to Action
Millennials are known for being and are seriously creative as a generation. They like to be engaged and act in a way that makes them feel like they’re 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.”
The most important rule of engagement when it comes to millennials is staying authentic with your email content.
Don’t try to grease them up with fancy jargon or complicated sales pitches — they’ll see right through it. Instead, be upfront and let them know what you’re offering, why you’re offering it to them and how it benefits the both of you. Chances are, they’ll appreciate your honesty and this can build strong loyalty ties.
Optimize For Mobile Devices
There aren’t too many millennials out there without a cellphone and so making sure your emails are optimized for all devices is crucial for customer retention and optimal 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.