What you don’t know about Millennials and email. Spoiler alert: They love it
Believe it or not, email marketing is the most effective communication channel among Millennials. In fact, 73% of Millennials say they prefer email as their primary source of communication from brands.
I read an article from Litmus that talked about Millennials and how they use email. They hit the nail on the head with this one. Being a millennial, it made me think about what I look for in email and gave me a couple great ideas.
It made me realize that email is changing. Millennials demand more timely, relevant content that looks good on their smartphones. Blasting the same message to all your subscribers won’t work anymore. You have to do better than that. Let’s talk about what better looks like.
They’re always on their phones
I think we can all agree that Millennials love their phones. The first thing they do after waking up or before going to bed is check their phones. 87% of Millennials say their smartphone never leaves their side. So it’s no surprise that 88% use their phone to check their email.
Now wouldn’t it be a bummer if you sent out your email campaign and it looked all wonky on your customer’s smartphone? Odds are they wouldn’t read it and they might even unsubscribe. To be honest, I probably would.
This can easily be prevented. By using a responsive design tool, you can ensure that your messages are adjusting properly to a smaller screen.
If you’re struggling on what responsive design to use, Smart Insights wrote a great article that talked about the different designs you can use. I would suggest using their fully responsive technique. This technique will leave your emails looking sharp across all devices.
Before sending out your newsletter, send yourself a test email and pop it open on your smartphone.
They prefer quality over quantity
Put yourself in your customer’s shoes. Do you want to receive an email every day full of stuff that you’re not interested in? Of course not. That’s why software like unroll.me exists, to manage all the irrelevant junk email that they don’t want in their inbox.
Millennials trust that you’re going to provide them with content that they can get psyched about – high quality content that is relevant to their interests and behavior.
Millennials are much more open to providing businesses with information about themselves, but when giving you this data, they expect you to use it. Who they are, what they’re interested in, if they’ve purchased in the past, and what they’ve purchased. The more you know about your customers, the more personally you can tailor your messages and the more likely they are to read your newsletters.
Now how do you collect this data? Integrating your ecommerce store will give you all your customers purchase data. If there’s information you want but don’t have, then ask. There’s nothing wrong with sending out a survey asking for your customers interests.
But make sure that survey isn’t too long. A 2011 SurveyMonkey study showed that the more questions you ask, the less time respondents spend answering the questions. Try asking a couple questions at a time. No need to rush.
They open their emails at strange times in strange places
Quality and timing go hand and hand. Millennials won’t read your email if they’re not opening it.
In 2015, Adobe asked where, when, and how often Millennials check their emails. The results were astounding.
They found that Millennials are more likely than any other age group to check email from bed (70%), from the bathroom (57%) or while driving (27%). Although we highly encourage that you don’t check your email while driving.
They also found that 9 out of 10 respondents say they check work email from home and personal email from work. Interesting right?
Take this information and A/B test the timing of your emails. Schedule your email to go out at many different times during the day and see which times yield the best results. There’s no harm in testing your sends, this will only help improve your email strategy.
They love images and videos
It’s no surprise that Millennials lean towards images and videos. We’re talking about the generation that comes out with new memes and viral videos on a daily basis. A generation that can’t go 10 minutes without checking their instagram or snapchat account.
Take this trend and apply it to your email marketing strategy. Cut down on text and use images, videos, and other forms of interactive content to keep millennial’s attention. The visual content will help Millennials feel more connected with your brand. But make sure not to over due it. Using too many visuals is a sure fire way to land yourself in the spam folder.
Snapwire media wrote a piece about the different photographic styles that Millennials prefer. Images that grab the reader’s attention.
If you’re trying to catch the attention of your reader, I suggest using bright and vivid images. If you’re looking for something a little simpler, try incorporating a flat lay image into your template. If you don’t know what a flat lay image is, just think about the photos Millennials take of their food.
And again, test to see what works best with you list.
To wrap it up, Millennials are projected to have 270 billion in buying power in 2017. They’re the nation’s largest living population coming in at 83.1 million strong (U.S. Census Bureau). Keep these tips in mind when reaching out to them. Do this and you’ll be going “viral” in the ecommerce community in no time.