4 Tips on Targeting Millennials through Email

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4 Tips on Targeting Millennials through Email
Kasper Hiddema, Student (University), Netherlands

A recent study by Kristin Naragon shows that email as a marketing tool is far from ‘dead’. In fact, it is the best way to reach Millennials who are, with an estimated purchasing power of $200 billion in 2017, every brand’s desired customer. Millennials tend to check their email more often than any other age group. 98% check their personal email at least every few hours at work, while close to 87% check their work email outside of work.
Naragon (2015) presents 4 interesting ideas that should be considered when your organization aims to develop email campaigns in which Millennials are a significant part of the target audience.
  1. MOBILE IS A MUST: 88% of Millennials check their email on their smartphone regularly. They are a generation of consumers who live, breathe and sleep with their mobile devices. If you are not putting mobile first, you are not putting Millennials first. This in turn will alienate an important group of consumers. Responsive design is key to your success.
  2. TIMING IS EVERYTHING: ‘Clicks’ and ‘Opens’ only tell half the story. An in-depth analysis of time and date of those clicks and opens are of vital importance. 45.2% of Millennials check their email in bed, more than any other age group. Try to send emails late in the evening or early in the morning, with content relevant to the time of day.
  3. PICTURES ARE WORTH A THOUSAND WORDS: Millennials think and communicate in images. The study shows that a third of Millennials think the use of Emoji is appropriate when communicating with a direct manager or senior executive. Images are an important part of Millennial language. Marketers need to acknowledge this and need to optimize emails for images and allow customers to provide feedback through Emoji.
  4. LESS IS MORE: 39% of Millennials want to receive fewer emails, and 32% wants fewer repetitive emails from brands. Marketers need to stop spamming their mailing lists and start investing time and effort into individual marketing by trying to understand who their customers are.
To what extent does your organization consider and deal with specific target audiences in email campaigns?

Source: Kristin Naragon. “Email is the best way to reach Millennials”. Harvard Business Review, 2015.



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