How to Connect With Millennials Through Email

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.

Offer value

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

6 Tools to Improve Your Dealership’s Digital Presence

Having the right tools can make even the toughest job seem easy. There are countless apps for your laptop, tablet and smart phone. Here is a short list of tools that will improve your dealership’s digital presence.

Analytics tools

Google Analytics – If you have any desire to improve your search engine optimization or marketing efforts, Google Analytics is a must have. Some of the key features include custom dashboards, the ability to track individual campaigns and segment your customer base. Even if you don’t plan on using all of the available features, you can use it to see what people are searching for on your site and offer them more of the content that they are most attracted to.

Hootsuite – Dial in your social media strategy by tracking metrics for all of your platforms. See what posts are stirring up the most conversation and identify content to avoid going forward. Hootsuite also connects with Google Analytics offering an additional layer of insight.

Media tools

iMovie / PowerDirector – Intro and walk-around videos can really capture your customers attention and help get the conversation started. Both iMovie (Apple) and PowerDirector (Apple &Android) offer impressive editing capabilities that will have you producing videos in mere minutes.

Organizational tools

Evernote / OneNote – Ever get the urge to capture a really great idea? Both apps allows you to make notes, lists and much more. The really great part is the ability to sync all of your devices so that the great idea you had in the grocery store will show up on your laptop or tablet when you get home.

Content tools

Feedly – Follow several blogs? Feedly lets you search for and create categorized lists of your favourite blogs and websites. All new content will automatically be at your fingertips, no searching required.

Overcast – Looking for new ideas and insights beyond your favourite blogs? Podcasts could be that source you are missing. Tap in to thousands of regularly released podcasts on a huge array of topics and industries.

This list is by no means exhaustive and is really intended as a thought starter. Try these tools and take the opportunity to search for others. You may be surprised with how the right suite of tools can boost your performance and make life easier.