What Every Brand Needs to Know About Emailing Millennials
Despite common beliefs, millennials actually enjoy receiving emails. According to a new study by SendinBlue, it turns out that emailing millennials may be one of the most effective ways to market to this specific demographic. However, this comes with a few caveats.
According to the study, 68% of millennials check their email 2-5 times a day, but receive less than 5 emails from retailers a day. On the other hand, 55% percent of millennials will not purchase from brands that email too frequently. There’s a very fine line between having consistent communication while still not overwhelming them with what they could perceive as useless information.
They are also very conscious of the content of these emails. They seek authentic, value-driven emails that appeal to their specific needs. By offering coupons or sales through email campaigns, retailers can directly give millennials what they want in a very convenient platform. The survey goes on to explain that 71% of millennials will take action from an email containing relevant information. They also will typically pull-up emails when shopping in a physical store if they know that the company consistently sends emails containing discounts and coupons.
Hitting this sweet spot for emailing millennials can be quite tricky for marketers to achieve, but with some trial and error it can be done. In the end, it boils down to sending consistent (but not overwhelming), authentic, and value-driven emails. For more information on the SendinBlue study, see the infograph below:
Infographic was originally posted to Red Website Design
For more information on marketing to millennials, please read our blog Millennials, Understanding Their Want for Collectivism and listen to our interview with Dan Negroni from Launchbox365 on our podcast Just a Taste.