You may think email marketing is about as relevant to millennials as MC Hammer and answering machines. But it’s actually their preferred method of brand communications, according to a study by Principal Financial Group.
That’s good news for marketers. Email is easy to customize and integrate into other marketing tactics. And it’s more effective for keeping in touch with millennials. Yes, even more effective than social media.
However, email marketing is only as effective as your strategy behind it. If you try to cram too much into it, fail to segment your list or use vague subject lines, you’re not going to get the best results.
Here’s how to create marketing emails people will click on.
While these tips pertain to all audiences, they’re especially important for reaching millennials, or the ME generation.
Not only do 9 in 10 millennials use email on their mobile phone, they also make more purchases directly from mobile marketing emails than any other generation, according to a national survey by Campaigner.
Etsy, the world’s most vibrant e-commerce site for handmade, vintage and creative goods, knows how to design attractive mobile-friendly emails.
Brands that can deliver personalization and make their consumers feel special can reap untold benefits. Make your consumers feel like you know them and you care about their preferences.
E-commerce giant Amazon seems to have written the book on this. Check out how they include my name in the email subject line. Not surprisingly, click-through-rates are higher when you use the first name of the recipient in the subject line.
But personalization goes way beyond greeting your consumers by name. It also means sending them information based on their preferences and interests. Flipboard, a social news magazine, regularly sends me emails with links to articles based on my preferences.
Don’t worry if you lack a super sophisticated CRM. You can segment your lists by preference through your subscription form. For instance, the subscription form for Akron Children’s parent e-newsletter allows us to segment content by the age of the child as well as special interests, such as allergies and asthma or emotions and behavior.
Tickle their curiosity.
Breaking through the clutter of marketing messages can be tougher than breaking into Yankee stadium. Just yesterday, I received 69 marketing messages to my personal email address.
This doesn’t include the personal emails between friends and family or my inundated inbox at work. It also doesn’t include the myriad messages I’m exposed to online.
BuzzFeed has a knack for tickling your curiosity with short and punchy copy. I mean, who could resist clicking on these stories?
Thrillist is also masterful at creating killer, thought-provoking content. And it all starts with the subject line. Without a compelling subject line, it doesn’t matter how awesome your email marketing is no one will see it.
Keep it simple.
And by simple, I mean minimal design and copy. Make it easy to scan and digest. Also, write naturally. It should feel like you’re reading an email from a good friend. A witty and pithy friend.
You should also stick to a single compelling call to action. Too often companies include competing CTAs.