How to Target Millennials Using Email
14 May 2018

How to Target Millennials Using Email

Millennials spend billions every year, so it’s no wonder that companies are investing heavily in marketing to this target audience.

Companies looking to reach this attractive audience need to know how to capture their attention, but many fail to do so. Brands often get sidetracked by shiny new media like Instagram and Facebook Messenger, but don’t realize that this group doesn’t like to hear from brands when they are socializing with their friends.

While millennials are phone-obsessed and spend a lot of time in social media, they expect brands to respect their space and connect on their terms. The ability to connect with this generation is critical companies to thrive in the long term.

Marketers must be strategic in order to reach millennials in the channels that they prefer. According to Adobe Email Consumer Survey, millennials prefer to hear from brands via email. Here are five things to keep in mind when targeting millennials via email.

  1. Millennials love email.

More than half of millennials between the ages of 18 to 24 and 43 percent of millennials aged 25 to 34 check their email in bed in the morning. This target demographic is also the group that is least likely not to check email until they get into the office. And they are also checking their inboxes after hours, while on vacation and even while engaging with other media such as television.

  1. Millennials hate irrelevant emails.

While millennials might love to hear from brands via email, that doesn’t mean you can send batch-and-blast emails and call it a day. Thirty-four percent of millennials report being annoyed by brands that send emails with products or services that they could care less about. And less than one third of all marketing emails are opened by millennials. While email is a great chance to get a millennial’s attention, this group is also very digital savvy and expects brands to personal content towards their interest and not to spam them. Keep this in mind when targeting this fickle group and be sure to surprise and delight them.

  1. Inbox Zero is their Holy Grail.

This group loves being inbox zero. Sixty-six percent of millennials report achieving inbox zero, meaning that they have responded to, deleted or filed all emails. Since this group is so active and responsive in the inbox, they want to keep things clean. Don’t over send to this group or they’ll just delete your messages or worse yet, they’ll unsubscribe. And don’t expect immediate reactions. While they are quick to triage their inboxes, they may file away marketing messages for the weekend when they have more time to shop.

  1. Millennials check email on their desktop.

Millennials love their smartphones but not for checking email. In fact, more than half of millennials report that their desktop is their primary device for checking email, with less than half reporting their smartphone as their primary device for looking at email. While millennials might glance at their email on mobile phones, they are more likely to respond to emails and react to marketing messages on their computer. Marketers should consider this when building messaging and landing pages. While mobile optimization is still important, don’t forget to build story experiences on the desktop when targeting this audience.

  1. Millennials prefer email in the workplace.

While it’s not uncommon to see this demographic using social collaboration apps and IM at the office, email remains the preferred channel of communication. Using email at work proves that this generation is email literate and comfortable with the medium. Anyone that says that email isn’t for millennials, doesn’t understand that it is part of their daily life.  

Get our smart tips on digital marketing. The newsletter will be published with about 10 numbers a year and of course we will not leave your address to anyone. Much pleasure!

Lämna följande fält tomt

Best software for newsletters & email marketing

The best software for newsletters is easy to use to create attractive design newsletters. Postman newsletter software serves you with smart features, enabling you to take your email marketing to the next level. 

The newsletter is a perfect channel for establishing and maintaining solid customer relations. As a result of the fact that customers of both today and tomorrow are living their lives online email marketing and newsletters is an essential key as well as an amazing opportunity to succeed with your communication. In a number of enquiries email marketing has turned out to have the best ROI (Return On Investment) of all channels, including social media.  

Using newsletter software doesn’t have to be tricky or hard. We have worked hard with usability and interface to make sure that our software for newsletters is as intuitive and easy as possible to get familiar with. 

You can create stylish newsletters without effort using our drag and drop editor. Heaps of automated features will save you time and frustration in the process of producing and sending your newsletter. 

If you are arranging an event you can connect to Magnet by Paloma – our software for guest registrations och online ticket sales. You are also able to retrieve immediate feedback by applying quick question in your email. 

If you have different departments or multiple editors working on your newsletters you can use editor accounts, with different access levels. RSS feed is another time saving feature for your newsletter. Allow content to be automatically generated from another source and avoid duplicating your efforts!

Free templates and plenty of tips & tricks 

Keep your communication consistent and solid using a newsletter template. Templates are also in favor of the continuous work with your newsletter as you will be fast on track instead of creating layout from scratch for every dispatch. You will have good looking ready made templates at hand for instant use. You will also have access to an archive to store your templates as well as other files such as images and documents. 

On our site, blog and in our newsletter you can find plenty of tips on digital newsletters and email marketing. 

Create & send newsletters in no time

Our easy to use software for newsletters will help you create professional, creative and interesting newsletters in html. 

✔️ Design, send and monitor with statistics

✔️ Filter, segment och target content at the right target audience

✔️ Retrieve content from another source automatically through RSS, avoid duplicating efforts 

✔️ Implement marketing automation with trigger email.

✔️ Intuitive and sharp drag and drop editor

✔️ Easy contact management

✔️ Smart feedback

✔️ Multiple editors.

Try Postman software for marketing newsletters & email

If you are looking to develop your business marketing newsletters and email Postman is a your perfect match. 

✔️ 9 out of 10 of our users recommend us and we have got 

✔️ 97% support contentment.

✔️ 100% of our employees recommend Paloma as a workplace.