The myths and hype around millennials are gradually dying down, but marketers are still looking for an answer to the question: how to interest Generation Y in your offer so that they not only place an order, how to win also become loyal customers for a long time. We share secrets on how to build communication with representatives of the generation in order to get maximum results from e-mail marketing.
Millennials already make up a significant portion of active buyers, how to win and analysts predict that by 2020 they will account for 30 to 50% of all retail sales. Moreover, since they are more committed to online shopping than other generations, how to win online store marketers are eager to gain access to the minds and, let’s face it, the wallets of this generation.
Despite the myth that millennials do not like to receive emails and communicate with them best on social networks, how to win representatives of Generation Y themselves note that social networks serve more for communication, and they like to receive information from brands and online stores via the email channel. Therefore, it is worth thinking about how online stores can adapt their email marketing strategy so that communication with millennials brings maximum results to the online store.
Who are millennials?
Millennials are kids born between 1981 and 1996. When they were kids, technology couldn’t keep up with their dreams. There were no smartphones, the Internet was just getting started. They kicked a ball around during school breaks, and if they wanted to talk, they called the home phone.
By the time they reached their teens, the world had changed dramatically. The Internet had arrived. Not the one we have now, but noisy and slow. The modem would ring while trying to connect. It would take half a day for a computer to download a single file. But that didn’t stop millennials. They would go on forums, discuss music, and set files to download overnight.
Some facts about Generation Y
To understand how to work with a millennial audience, it’s worth looking at a few numbers first:
- According to algeria email list 1.76 million contact leads from Adobe, millennials check their emails constantly throughout the day, with some reporting that they can spend up to 6 hours a day checking and reading emails;
- Unlike other age groups, millennials check their email first thing in the morning, before they even get out of bed (70%), in the bathroom (50%), and even while driving (27%);
- 88% of Generation Y check and read email on their smartphone;
- 90% of millennials check their personal email at work and their work email from home.
- More than a third of respondents want to receive less monotonous emails from brands and companies they are customers of
Tip 1: Choose the right time
Even though millennials are constantly checking their email, knowing how to send an email at the most favorable time gives a much higher chance of making a purchase. There are many opinions and studies on this topic with quite contradictory results: some believe that the best day to send marketing emails is Tuesday, others – Thursday, some call the best morning hours, others – afternoon.
In fact, subscriber behavior can vary significantly, and there is simply no ideal time for everyone. However, technologies for dynamic sending times have been developed that allow sending letters exactly at the moment when the subscriber is most active. As a result of using dynamic sending times, the online store Sela.ru increased the Open Rate of mailings by 3.35% and the CTR by 7.28%, while for the Internet service Cian.ru this provided an increase in the Open Rate by 6.03% and CTR by 5.69%.
Tip 2: Optimize your emails for smartphones
It would seem that adaptive design has already become the standard in 2017, but there are still stores whose newsletters are extremely difficult to read on a smartphone. Blocks move apart, images take a long time to load, and the creative that was developed with such difficulty loses its appeal due to the fact that it is impossible to make out the font that is too small – if this still happens to your newsletters, it’s time to fix it. The most useful offers can be saved and viewed later on a desktop, but even in this case, negativity towards the brand or store will gradually accumulate. Despite the fact that millennials are one of the most loyal generations, they value their own time very much, and if communication, even with their favorite brand, causes inconvenience, they will look for alternatives.
Tip 3. Consider interests
Of course, the most important point that will allow you to win the attention of not only the millennial audience, but also other age groups is a relevant offer. If your newsletter is interesting to the user, most likely he will still open it. Since time data and reasoning capabilities even if it arrived at the wrong time (of course, if he can find your letter among other offers) and does not open immediately beautifully on a smartphone (provided that he does not forget about it when he is at the computer).
When a person understands that you did not just send a mailing to all subscribers without distinction, but tried your best to make an offer that is interesting specifically to him, he will appreciate it, and the chance of making a purchase increases significantly. That is why it is so important to segment subscribers by interests and use personal recommendations in letters.
Tip 4: Use the power of reviews
Millennials trust reviews and feedback, and are happy to share their opinions, considering it almost their duty to talk about their successful or unsuccessful experience with the brand. So ask them to rate your store and service after ordering:
These reviews can then be used on the website, in newsletters and other channels, increasing the level of trust in the online store.
Tip 5: Be creative
Millennials love creativity and want to be entertained. So brands and stores should constantly surprise and come up with something unusual. Tell stories, use video, combine channels with each other. For example, by posting Instagram testimonial photos in email newsletters, surprise with non-standard design solutions.
All this will not only help to loyalty, but also increase the likelihood saudi data and since 52% of millennials are impulsive buyers (more than any other generation), you need to try to use the opportunity to provoke emotions. Moreover, the methods can be quite simple, for example, adding emoji to the subject line of the email.
Tip 6: Build a brand image
Millennials are one of the most brand-loyal generations, so well-structured communication brings excellent results. Try to make your newsletters not just a selection of products, but a collection of useful information. Online stores in the fashion segment can give style advice. Talk about trends or create looks from their collections. And technology stores can add video reviews of products.
Don’t be afraid to show the “human face” of a brand or store. This is exactly what millennials expect and for which they can forgive some mistakes in service or other aspects of interaction.