Want an example of a really misleading comment on marketing to millennials?
“We don’t think that a modern messaging system is going to be email.”
You’re never going to believe who said that, but we’ll tell you anyway. Those are the very words uttered by Facebook CEO Mark Zuckerberg at a press conference launching Facebook’s messenger app. When you first think about it, it kinda makes sense. After all, millennials do spend a lot of time communicating via social media and instant messaging applications. And it’s these behaviours that are making marketers abandon established tools like email marketing.
But here’s the shocker.
Millennials love email just as much as everybody else.
According to a study by Adestra, 73% of millennials prefer to receive communication from businesses via email. The same study also found that millennials see emails as “part of everyday life”. In addition, more than half rely on email to buy things online. What this tells us is, yes, millennials might use social channels very often to communicate, but that’s only when they’re talking to their friends and want immediate responses to conversations. When it comes to ‘grown-up’ things, email wins hands down.
Still not convinced? How about this?
Millennials view emails as a preferred means to conduct product research.
In fact, email came in at a surprising number 2 for doing product research in the retail segment, snagging 18% of responses. As exepcted, web searches took top spot at 45% and in-store product checks got 14%. As for social media? Way behind in the polls. From the results, it’s clear that millennials, who regard brand authencity, transparency and personalisation as the key requirements for their loyalty, turn their noses on social media for engaging and meaningful one-to-one interactions. That’s email’s role.
Email is the rock on which everything is built.
You don’t agree? We challenge you to name one social network that doesn’t ask for an email as part of account setup. Can’t do it, can you? Given that your email is essential for logging into Facebook, it makes us wonder if Mark Zuckerburg knows more about the power of email than he’s letting on. But more than just logging into social networks, emails are perfect for millennials simply because they provide arm-length interactions. An email doesn’t give away anything about you, not your friends, your hobbies, your personal details. So whoever you’re communicating with via email, like your insurance agent or bank representative or school principal, can’t trespass on your personal network. And that’s crucial because if there’s anything that millennials value, it’s their privacy.
So there you have it. However connected and reliant millennials seem to be on their social media platforms and instant messaging channels, when it comes down to the serious stuff, there’s only one way to reach them – emails.
Look out for our next post where we’ll teach you how to craft emails that are irresistible to millennials.