How eCommerce Stores Can Make Use of Email To Talk To Millennials
For digital-first businesses, reaching out to the millennials is essential for success. We all know that millennials (defined as anyone born between 1981 and 1996) have their own shopping habits and preferences that are so different from others. Email remains one of the most powerful means ecommerce stores can utilize to connect with this demographic, when it’s used appropriately. Below are a few ways that eCommerce stores can leverage email to grab millennials’ attention and develop long-term relationships.
1. Personalization is Key
Individualization is now a vital component of every effective marketing campaign and Millennials should be no exception. They would prefer a highly individual experience that caters to their tastes and interests. E-commerce should utilize data analytics to segment email lists based on customers, sales history, and preferences.
Segmentation, for example, allows a store to identify exactly who the typical customers of vegan products are. It enables personalized emails with upcoming plant-based products or special deals to draw brands not just attention but also inspired levels of activity to drive conversion rates. In an industry saturated with bland marketing messages, personalization is the key to increasing open rates and Millennial consumers’ loyalty.
2. Create Engaging Content
Millennials are used to getting bombarded with marketing material; if you want to get them, the content has to be awesome. Emails that feature high-quality images, copy that’s readable, or content like GIFs will always be easier to read than the text alone.
Storytelling is the means by which emotions are made available to the consumer. When you create stories that resonate with Millennial values — sustainability, community, authenticity — you can drive greater levels of engagement. Users-generated content should be used as this is a form of content which customers understand. Customer reviews, social media posts, and testimonials spread your brand into the eyes of a broader audience. Such authenticity does a lot to enhance interaction because Millennials are more likely to believe peer-to-peer reviews than direct marketing messages.
3. Utilize Automation for Timely Engagement
Automation has revolutionized email marketing. Ecommerce stores can now send relevant and timely messages to Millennials. The automation tools will automate customer actions and send the right email, at the right time, to the right recipients.
You can use it, for instance, to remember abandoned carts; these will be gentle reminders because they already showed interest but did not order yet. Welcome emails engage with new subscribers immediately after signup, and at the end of the line, the post-purchase thank you will allow them to continue engaging with the brand. Millennials are also interested in efficiency and therefore speed, so fast emails can cause anxiety or spur action to buy (or consider complementary products).
4. Prioritize Mobile Optimization
Leading the way in mobile commerce, millennials browse their emails on their phones the majority of the time. Making email campaigns mobile-friendly is therefore a requirement and not merely a suggestion. Email design should always be at the very forefront of any email campaign targeting millennials.
There must be a way to ensure that the emails include clear CTAs that can easily be pressed from the smartphone’s screen. It’s about simplicity: very simple navigation, large, legible words so that millennials will navigate through without any hassle. A mobile-friendly email helps the user experience and can enhance conversion through engagement and then sales.
5. Foster Community and Build Relationships
Young people want to connect more than anything. ‘Authenticity matters for this generation, they’re looking for brands that represent their beliefs and values. Communality builds brand loyalty and is most successfully developed using email.
Encourage two-way communication, which is of paramount importance. In this way, retailers can set up email campaigns to ask them to comment and offer suggestions to ensure the millennials feel like they are valued. Sharing customers stories or showing brand values turns them into people as it communicates commitment, and it creates genuine connections. This can all be amplified with updates on loyalty cards, events, or discounts that make customers feel they are valued and engaged in the brand’s evolution.
6. Leverage Social Proof
Millennials crave the approval of their contemporaries to an absurd extent and are doing anything that will make them feel fulfilled before they pay for a product or service. Testimonials and Reviews, Social Media shoutouts are a few examples of the social proof that can be used in email marketing campaigns.
Incorporating customer testimonials and life-experiences into the emails is obviously a big boost in credibility and trust. Shop owners can post positive reviews, customer testimonials, or even products that are most commonly purchased because others recommend them. All of these activities not only entice millennials to interact with the brand but instill trust in purchasing.
7. Use Informative and Provocative Subject Lines.
In the overcrowded millennial inboxes, first impressions count. Email opens require clear, concise, compelling subject lines. Add a touch of urgency, exclusivity, or curiosity while still staying in-keeping with the brand’s voice. Also, A/B testing different subject lines can help determine what the readers are responding to best.
8. Offer Exclusive Rewards and Discounts
In an age of value-driven consumerism, exclusive offers, discounts and discounts can really bring the engagement. Email subscribers can be tailored to receive early sales or exclusive discounts that give millennials an incentive to continue engaging with the brand. This drives buying as well as developing a satisfied customer base who know they are appreciated.
Conclusion
With ecommerce on the rise, understanding and targeting millennials through email marketing is essential. With personalized content, content-led experience, mobile optimization, and community, retailers can make meaningful connections with this highly influential audience. In a world of ever-growing possibilities, connecting with millennials via carefully designed, well-thought-out email marketing can differentiate ecommerce brands and help create growth and long-term customer relationships.
