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Millennials prefer email as a marketing channel, so what should you include?

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The marketing industry media has exploded with articles about Millennials, but with so much out there how can you know what is actually accurate information? And furthermore, how can you use that when you create email campaigns targeted at them?

We’ve analysed the information out there and pulled these useful snippets for you:

  • Who are they? Millennials – or Generation Y (the demographic cohort that followed Gen X is generally regarded as those born between the early 1980s and early 2000s
  • They are the next wave of big spenders with some $2.45trn to spend and will comprise 75% of main workforce in 2025
  • 19-25 year-olds spend an average of £685/month shopping online
  • They prefer retail messages by email rather than social or text
  • They are tech savvy and connected socially and they leverage that to commend or criticise brands
  • Millennials focus on individuality, they want to be unique and noticed. Personalisation is key.

Why should you care about giving Millennials a good customer service?

Before their generation, people would share satisfaction or dissatisfaction via friends and colleagues in mainly face to face encounters. However, Millennials have access to exponentially more people through their social networks than Generation X had bumping in to Freda in the local supermarket.

How do you market to a Millennial?

First you need to identify them in your database. If you hold data on their year of birth, isolate this segment and target them specifically. But if you think you can target them as a group, stop. Millennials are a group – but a group of individuals and desire to be treated as such. reported that 42% of Millennials prefer marketing messages via email.  You‘re in luck! Email offers perhaps the most flexible medium by which marketers in the retail sector can personalise their promotions to this demographic.

Email marketing must-haves for targeting Millennials

Conditional Content allows the tailoring of an HTML template to pretty much any particular aspect of your data. For example, if you know your customers’ favourite colour you can set the background colour to match each customer’s preference. Or if they’re from a particular region of the country, you can show them deals from that region.

Dynamic Content is similar to Conditional Content but uses live, dynamic data to populate the email.  If you know there is a snow storm in one part of the country, you can target that segment with offers for boots. But if a subscriber in sunny London or California opens the same email, they will be recommended sunglasses. This appeals to the Millennials’ preference for relevant, contextual content.

Transactional Data allows you to make offers and recommendations based on previous buying habits. This approach is successful with Millennials because it appeals to their sense of individuality as they don’t need the same offer everyone else has.

The ideas above not only allow you to show your Millennials how much you care, but can ultimately help you drive revenue through increased engagement and brand loyalty. Because if you convince them to buy from you once, and offer them the experience they strive for, this generation will purchase from you again and again.

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