There are 86 million Millennials (age 18-34) in the US and they have money to spend this holiday season. Only trouble is, traditional holiday advertising doesn’t work for this group, so if you want to reach them, you’re going to have to go mobile.
Campaigner, an email marketing company, surveyed a whole bunch of consumers then dug out all of the responses that came from Millennials and put that info into a jazzy infographic.
For those who prefer words to pictures, I’ll summarize the results.
It begins with mobile:
67% of all millennials check email on their mobile phone.
When you look only at mobile device owners, that’s 9 out of 10.
Here’s the good news / bad news:
10% of millennials have purchased something directly from an mobile marketing email. That may sound like the bad news, but Campaigner says that’s more than any other generation. Yikes.
Open, Open, Open
The survey says that 19.8 percent are motivated to open emails because of the subject line.
I’m not sure what to make of that. Does that mean the majority of emails go unopened? Does it mean subject line doesn’t matter. What does that mean?
25.5 percent said they were irritated by email marketing messages that were irrelevant or non-personalized. That’s a given. We should all be doing our best to make sure that email marketing is well targeted.
And though millennials are social creatures, 74.2 percent said they were not at all likely to share email offers through social media.
Campaigner suggests this may be because it’s simply not easy to share. A problem that could be easily solved by adding social sharing buttons to emails.
I have a different thought on that matter. When I get a deal email, I’m not always sure if it’s a deal just for me or if I can share it with others. That’s also an easy fix. If the deal is open to anyone, say so in the email. “Please share this offer with your friends.” Simple.
The up side is that you’re making it clear and you’re making the request. The downside is that you’re admitting the offer isn’t personal or special – anyone can use that code or get that low price. Sometimes I think it pays to not encourage sharing. “Don’t tell your friends. This special offer is just for you.” It sounds strange but kind of exciting and it makes me want the offer all the more.
70 percent said they were indifferent to mobile marketing content around the holidays. 21 percent said they felt overwhelmed so they ignored them.
Campaigner’s “Top Three Tips for Breaking Through with the Mysterious Mobile Millennial”:
• Up Your Social Game: To capture the attention of the most socially-networked generation to date, give them an easy way to share great sales or promotions. Dedicating a small amount of space in a mobile marketing email for potential customers to share information on their social networks is an easy effort to make as a means to increase your millennial customer base. If you really want to get them hooked – set up a rewards program for sharing.
• Go Mobile-friendly, or Go Home: Since millennials are exceptionally mobile-savvy, they lose patience with clunky, non-mobile optimized emails in an instant. Make sure the size and style of the fonts used is readable, use big call-to-action buttons for easy tapping and mobile devices, and ALWAYS ensure that mobile marketing emails link back to a mobile-optimized site or landing page. To cover your bases with responsive mobile design, more tips can be found here.
• Know Your Millennials (better than they know themselves): The last thing you want a millennial to do is not to open your email – or worse – read your email headline, and delete it because it doesn’t relate to them. Millennials have grown up in the age of on-demand, personalized everything, so it’s critical to go the extra mile with personalization in an effort to impress and/or reassure them that you know what they want, when they want it, before they even do.