Remember that article you read about millennials not buying cars? It turns out that really isn’t the case. Millennials, who are defined as those born between 1980 and 1995, purchased 4 million cars in 2015 according to JD Power (U.S). In fact they were second only to the boomers in number of new cars purchased. Let’s face it, millennials are here to stay and will soon be your primary customer. Here are some insights and tips to help you connect with millennials through email.
Do millennials even use email?
Yes! According to Adobe, millennials spend an average of 6 hours per day checking email. Here’s the catch. Their attention span is short, they want control over what they receive and they demand value.
Capture their attention
Start with your subject line. Make sure it’s between three and seven words and offers insight to the content of the email. Emojis can also be used in the subject line strategically. Only use them if you feel like your recipient will appreciate them and if it fits your overall culture and brand.
Keep it short
Keep your messaging short and punchy. Make a bullet list of the main points you want to make before crafting the email. Use headings and sub headings to allow your reader to skim. They will dive into the content that captures their attention the most. Remember, most of your emails will be read on a phone and will require scrolling.
Give them control
The best way to gain the loyalty of a millennial is to give them control. This means letting them chose the type of content they want to receive. Use opt-ins and opt-outs to allow them to specify their preferences. Ask what they would like to see more of or what they are interested in learning about.
Millennials love absorbing information. They will even read a slightly longer email if they feel they are gaining value from it. To do this, focus on the section above. Offer value by focusing on preferences and feedback. Also pay attention to your open rate, CTR (click through rate) and who is biting on your call to action. Offer more of what works and ditch the other stuff.
For more information and ideas on this topic check out this article by Marketing Land “How to make your email marketing engaging to millennials”