Millennials are a unique group and require a little extra consideration when thinking about the best ways to market to them.
Having grown up with the rise of technology and social media, millennials have little trouble spotting spam or inauthenticity -- but this doesn’t mean they don’t respond well to good email marketing.
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In a study conducted by SendinBlue, which sought to uncover the likes and dislikes of millennials concerning email marketing, 63% of respondents actually cited email as their #1 preferred channel to communicate with retailers, with the next closest options being text at 14%.
To some, this might seem surprising (but I can assure you, email marketing is far from over).
You may be wondering, why do millennials have such a strong preference for email?
Well, it’s the perfect direct channel to give them what they want: perks.
75% of millennials said perks like free shipping or 2-day delivery are the main thing driving loyalty to retailers, and 59% said they would take action from emails that contain sitewide promotional offer.
On the topic of marketing to millennials, IMPACT Founder and CEO, Bob Ruffolo, said: “Traditional marketers need to shift their mindset from blasting out messages and hoping for a return to really understanding our buying behaviors and really providing us what we want. We don't want to hear a sales pitch, or telemarketing calls, or receive a spam text. We laugh when we see ads pop up on the Internet that are completely irrelevant…”
This is just part of the reason why it is so important to be authentic and purposeful in your email communications and provide as much real value as possible.
Millennials won’t waste time clicking the unsubscribe button if they feel like you are spamming their inbox with messages that provide them with no value.
Learn how to hit the email marketing sweet spot with millennials in the infographic below.
Here are just a few key highlights included:
68% of millenials check their email at least 2-5 times a day, but they receive less than 5 emails from retailers - signaling a major missed opportunity!
While millenials love email, over 55% say retailers who spam their inbox are more likely to lose their customer loyalty.
71% of millenials will take action from an email containing their preferred marketing content (think discount codes and free shipping).