At a time when companies are reaching their consumers through more channels than ever before, it’s easy to assume that the mid-millennium generation is more likely to be involved with an Instagram post or Facebook ad than it is on Facebook.
This generation with a social conscience and fast pace requires a different set of rules than Generations X and Z. And brands need to take this into account if they want their email marketing strategy to include this important demographic group.
Use Google’s recent email feature: AMP
Originally designed to provide a framework for faster loading of mobile pages, Accelerated Mobile Pages (AMP) has now become an opportunity to make email experiences more interactive and easier than ever.
When AMP launches in Gmail, Google will allow its email users to perform tasks directly, without leaving the inbox – users can respond to events, schedule appointments, and complete surveys directly from the email.
Personalize your content
Millennials respond better to personalized content in their quest for a more authentic customer experience. Using a personalized approach to email marketing, you can control whether the target person opens the email or sees it as a standard bulk message and sends it to the trash. Putting the recipient’s name in the subject line and providing recommendations chosen by algorithms that are “just for you” can attract attention and result in stronger sales.
Millennials prefer to receive less personalized messages related to browser data than emails sent to a large list. In this case, less is more; and combining this approach with personalized email increases the likelihood of brand loyalty and important shopping experiences.
Let the brand tell a story
Unlike the older generations, who are more influenced by the price and quality of the product, the appeal to younger consumers is largely due to the reputation of the seller and the perception of the brand as a responsible and socially conscious company.
Millennials are more looking for the history that the brand tells and the values it represents. Customizing your brand in your marketing email is a big step towards attracting younger leads.
Personalizing your brand story is another great way to further engage the millennial generation in marketing emails. Mentioning the founder or CEO in the email and signing with a name would be helpful for millennials looking for authentic contact apparently from a humanized company, rather than an anonymous company.
Use an omnichannel approach
From the shopping experience to social media and e-mails straight to your inbox, especially for Generation Y, as companies that keep their brand image and message consistent, to give a sense of familiarity and relationship with the company. Disconnected experiences are a major impediment for this demographic group. Making email a place to promote the perfect customer experience on your website, Instagram, Facebook, and face-to-face meetings can be an advantage and keep your attention.
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An email address can be thought of as a consumer digital ID and, when distributed to marketers, it is a sign of brand loyalty that goes beyond “liking” or “following” on social networks. A company can take advantage of this access to its customers’ online universe to enhance its brand experience.
Optimizing your email marketing strategy using Google’s AMP, sending relevant and personalized content, promoting the company’s history and values , and seamlessly transmitting customers across multiple online channels are essential parts of a marketing strategy. Good luck keeping the millennium generation involved and interested in what your brand has to offer.