In our last post, we talked about how millennials are slowly taking over the marketing world and shared some useful tips on how to craft emails for millennials. Because the truth is, even with all that talk about email being dead and most of it being spam anyway, email remains the gold standard for digital communication. In fact, according to a recent study by Adobe, millennials check their emails more than any other age group, and more than half of them do it even when they’re in the bathroom! Geez, talk about being connected 24/7.
With so much hype surrounding email marketing to millennials, we would be remiss if we didn’t share the secrets of writing emails specifically targeted at this always-connected generation. So sit back, relax and enjoy part 2 of the art of writing emails for millennials.
According to a survey by Mindshare in the loop, 30% of millennials use 4 or more devices every day and check their smartphones an estimated 34 times a day. Statistics have also shown that 88% of millennials regularly check emails on their smartphones – way more than any other age group. And if those figures don’t tell you something, nothing will. The reality is, if you’re not mobile first, you’re losing your biggest market – the millennials. But it’s not just about having a responsive design or optimising your emails for mobile. For your marketing emails to really stand out, you have to look at enhancing the user experience as a whole. We’re talking loads of visuals, concise content and ultra-fast loading for one smooth journey from email to check out.
A picture really is worth a thousand words
Millennials are very visual creatures. This means that images are an integral part of their ‘language’. Just look at the number of emoticons, emoji’s and memes that have popped up everywhere like mushrooms. Even Microsoft Word has evolved to include emoticons. But more than being visually arresting, images are also an important mechanism for millennials to filter their messages. Say you want to send out a feedback form. Isn’t using emoticons and smileys more effective than asking for a written response? It’s faster, simpler and straight to the point! 😉
If there’s one thing millennials really hate, it’s repetition. In fact, 32% of millennials want to see fewer repetitive emails from brands. What this means is marketers really have to take note of what they’re sending out and who they’re sending it to. No more buying databases and just spamming generic emails by the thousands. If you really want to reach a millennial, you’ve got to understand them as individuals and send them personalised communication that’s unique, fresh and nowhere near repetitive.
So there you have it. Everything you need to know about writing emails for millennials. Are you ready to get started? Because we are.