Dear Millennial – the art of writing emails for millennials

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Here’s a newsflash for you. Millennials are the kings of eCommerce. Think we’re kidding? Just type in a search for “millennials” on your favourite search engine and see what pops. Our top three picks? Greatest spending power, most powerful generation of consumers and always connected. What this means is, you need to start writing emails for millennials. But you already know that, don’t you.

The thing is, there’s a difference between spamming their inboxes and sending carefully thought out emails that they will actually open and act on. Think that’s easy? Think again. According to Radicati, over 215 billion emails are sent everyday, and that number will only increase over time. Your email is only a drop in an ocean of emails. So how do you craft an email that stands out and is simply irresistible to the all-powerful millennial?

Cut the bullshit

If there’s one thing to be said about millennials, it’s that they really know their stuff. That means if your emails are anything less than honest, they’ll know and you can forget about them ever opening anything you send them again. So if you don’t want your email to be marked as spam, cut the bullshit and keep it real. We’re not just talking about the body of your email. This rule also applies to the subject line and the CTA. The trick is to keep everything short and sweet. Don’t ramble and just get straight to the point.

It’s all about timing

According to ExactTarget’s 2014 mobile behaviour report, mobile activity peaks between 9pm to 12am. A separate study by Harvard Business Review shows that 45.2% of millennials are more likely to check their emails while in bed. This means that the best time to send an email to a millennial is early in the morning or late in the evening. But that’s not all. To fully capture their attention, you also need to ensure that your email content is relevant to the time of day. Say for example, you’re an online retailer looking to promote your retail collection. All things considered, the best time to send an email would be Thursday evening. And your content: Looking forward to a fun weekend but have nothing to wear? Check out our latest collection! Place your order in the next three hours to get $25 off and your outfit delivered the next day (just in time for fabulous Friday!).

Keepin’ it social

Millennials really love social media. In fact, they love it so much that they spend 6 hours and 19 minutes a week on social networks, according to Nielsen’s 2016 Social Media Report. That’s 1,516 minutes a month, 18,192 minutes a year and … you get the drift. What this means is, they’ll be more likely to open your emails if your content is interesting and easily shareable on social media. By strategically placing social share buttons on informative or entertaining snippets, you make it easy for millennials to share the best parts of your content. That way, you not only increase engagement but also reach a wider audience than your original recipient list.

So there you have it – the secrets to writing emails for millennials. But this is just the tip of the iceberg. There are many more things you have to consider. That’s why we’ll be following up on this post with more tips on how to craft a millennial-worthy email. Look out for our next post: Dear Millennial – the art of writing emails for millennials (part 2)

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Creative Director. Specialises in heroic creative direction and everything related to content.

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