Is Your Email Marketing Reaching Millennials?


by Caitlin Haines The world talks a lot about millennials these days. That’s partially because the millennial generation (that’s anyon...

by Caitlin Haines

The world talks a lot about millennials these days. That’s partially because the millennial generation (that’s anyone born between the early 1980s and early 2000s) is entering the workforce in record numbers. Forbes estimates that by 2025, this age group will make up at least 75% of the American workforce. Even more importantly, millennials are the most tech-savvy, internet-friendly, multiple email-having generation in history. And with $200 billion in buying power as of 2017, everyone is trying to figure out just how to reach them.
Lately, there’s been a trend that says to connect with millennials, companies should abandon ship when it comes to email marketing and put all their eggs in the social media basket. (Sorry to mix metaphors on you, but hopefully you get the point!) While it is true that millennials outpace every other generation when it comes to social media use, there’s one vital thing to remember: email is still very much in the marketing game. Why? Two reasons:
#1 – It’s a good bet that millennials are going to end up using email for the vast majority of their working lives. Even with instant messaging apps like Slack, email still remains one of the most common ways to send and receive communications within an office setting.
#2 – Social channels are primarily used for social engagement. From Snapchat to Instagram to Facebook, millennials primarily use social media for connecting. That being said, they pay attention to email when it comes to consumer-to-brand communication!
Okay, so if we can all agree that email marketing is still vastly important for the millennial generation, how do you make sure you’re reaching them effectively and efficiently?
Here are three easy ways to make sure you’re doing it right:

1 – Make It Mobile

In a world where 88-percent of millennials check their email on a mobile device, if your email marketing isn’t optimized for every screen, you may as well just stop now. And mobile optimization goes far beyond just making sure all your content shrinks down to iPhone size. Every email you send should be visually-based and quick to load. If you want to make sure your message gets across while millennials are on the go, don’t ignore this! And keep them short! No one likes to open an email only to scroll and scroll and scroll and scroll and … you get the Picture!

2 – Grab Their Attention from Start to Finish

Millennials pay attention to the details so you should to. Make sure that your marketing email draws them in before they even click open. Start with a catchy subject line that will hook them before they can hit delete with a poignant question, quick-witted teaser or a personalized greeting. When they open the email, make sure they won’t want to look away. Remember that millennials are the generation that grew up with YouTube, Instagram and Snapchat and adjust your email marketing accordingly in a few key ways:
#1 Text  – Switch out long text blocks with chunks of “snackable” content that readers will be able to quickly scan.
#2 Color  – Add it! Draw readers eyes with links and buttons that pop and enforce brand recognition by using your company colors.
#3 Images – Make sure your images are high-resolution and not pixelated when opened!
#4 Videos – If a picture says a thousand words, just imagine what a video can do! Just remember to keep your videos SHORT … better yet, try a gif! some of the best email                                     marketing campaigns use those meme-based videos to draw millennials in and encourage sharing on social media.

3- Don’t Ignore Social Media

While we’re big believers that email connects with millennials better than social media channels, that doesn’t mean you should completely ignore it. In fact, some of the most successful email marketing campaigns are the ones that seamlessly sync with socials. With the Pew Research Center reporting that 75-percent of millennials have at least one social media account, you must make it easy for them to continue the conversation with your brand on these networks. Including links to your own social profiles is only half the game. Don’t just encourage millennials to follow you, make them actual ambassadors for your brand. Embed social sharing buttons into your emails so readers can immediately share your content with their own networks. Millennial email marketing may not be all about social media, but it does play a huge role – especially when it’s combined with a killer email marketing campaign!

Are you ready to build your customer base and build some of the best brand ambassadors for your company? Get going with a free 14 day Sendlane trial! Spend some time engaging with millennials through your email marketing campaigns and watch what happens when the world’s “now” generation gets behind you!




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#DIGITAL: Is Your Email Marketing Reaching Millennials?
Is Your Email Marketing Reaching Millennials?
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