We're delighted to present a guest blog post from Youth Marketing Strategy media partner Adestra. Read on for Liz Smith, Head of Marketing and Partnership's top tips on email marketing to millennials:
Millennials are the golden egg of the current B2C industry as they are the next generation of big spenders. At least, it is according to the majority of marketing media. Plus, with Venture Beat reporting that most of them prefer email as a marketing channel, it’s not surprising that brands are looking for the best ways to use it.
What makes Millennials different from previous generations?
This generation has grown up with technology and with marketing. 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.
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 they are a group of individuals and desire to be treated as such.
Email marketing must-haves
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 studying a particular course, at a target university you can send them information on your internships.
Dynamic Content is similar to Conditional Content but uses live, dynamic data to populate the email. If you know there is a careers fair tomorrow in Birmingham, you can target Birmingham students with information about it. But if the student is in Edinburgh and opens the same email, they will be recommended their local careers fair. 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.
Take your strategy further by integrating your email campaigns with social media
Share buttons are the most common feature for bringing social media into email marketing – with 76% of emails including them. They allow your customers to quickly share your content to their profiles online, essentially extending the first-hand reach of your email campaigns. However, you could also use social content to enhance your email content and not just your reach.
User generated social content is better used for events that involve the customer in a direct way:
- reactions to winning a prize draw
- photos from your last event
- entries for a competition.
To make the most of this strategy you have to consider which platform is best. This depends on: your presence, the type of content you want to share (updates or images) and how you’re going to integrate that in your email design.
The ideas above not only allow you to show 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.
Written by: Liz Smith, Head of Marketing and Partnerships, Adestra.