Marketing to the next generation presents an equal share of challenges and opportunities. Gen Z often gets grouped in with millennials, and subsequently, Gen Zers get treated the same as millennials. As a marketer, grouping these two vastly different generations together when developing your content and marketing strategies can be detrimental to your success. If you want to create an email marketing strategy that resonates with Gen Z, follow these tips to create an out-of-this-world email campaign that captures your Gen Z audience perfectly.
Things to Consider When Marketing to Gen Z
Gen Zers make up 40% of the market. This critical demographic’s direct spending clocks in at a whopping $143 billion dollars. With stats like these, it’s clear that there is a goldmine of opportunities awaiting in Gen Z customers. Learn how to talk to Gen Zers, and you can create wildly successful email campaigns that connect to their core values, habits, and interests. While both Millennials and Gen Zers are attracted to brands that make those personal connections, the two generations are different enough that you need to adjust your marketing strategy to accommodate Gen Zers.
Those claiming that email marketing is dead when selling to Gen Z simply haven’t looked at the numbers. As many as 58% of Gen Zers check their email accounts multiple times per day. Fully 81% of this young audience checks their email at least once a day. Email is still a very viable marketing method for those who are willing to work with Gen Z’s quirks rather than writing them off as air-headed children with short attention spans. Here’s what you can do to appeal to
Campaigns Must Be Mobile-Friendly
Fully 98% of Gen Zers own a smartphone. Many members of this demographic have never known life without internet access and smart devices. With over 50% of emails being opened on smartphones, it’s crucial that you design your campaigns to fit mobile devices and desktops. Creating a beautiful, captivating email campaign that is formatted to suit your audience’s devices is almost guaranteed to earn you their attention. According to a survey, Gen Zers receive less than 20 emails per day, making email marketing less competitive than Instagram and Facebook marketing.
Be Straightforward and Honest
Almost 30% of Gen Zers surveyed by Campaign Monitor say they make monthly purchases directly from the emails they’ve received. It is safe to bet that the companies who earned Gen Z’s business implemented the right email marketing strategies that made their audience click that buy button without hesitation.
When you are marketing to Gen Z, one of the best things you can do is be straightforward. Clickbait and wordy headlines won’t do the trick with this generation. They live in a digital world of endless notifications, and they won’t bother to read content that doesn’t provide value right out of the gate. Gen Zers may have a painfully short attention span, but they also possess a strong filter that helps them weed out the mediocre from the brilliant. Give them an irresistible campaign, and you are sure to be successful.
Personalized Content for the Win
Personalized content is a must for marketing to Gen Z. Marketers who aren’t willing to go the extra mile to deliver content that hits home with their audience may have done okay in the past, but generic content will not capture the attention of Gen Z. Approximately 42% of this generation gets irritated when they are forced to interact with bland, run-of-the-mill content. If you can create an email campaign that incorporates your prospect’s personal information, they will feel compelled to read your content and interact with your brand.
This isn’t to say that you shouldn’t value Gen Z’s privacy. Gen Zers are realists and they know that hand-crafted content comes with a price. Be honest with them about your data collection procedures and don’t do anything unethical. Good data points to play with when creating your email campaigns include location, income level, gender, age, and more. It’s also important to divvy up your content to meet the individual where they are in your sales funnel.
Pro Tip: Include your prospect’s name in the greeting and/or subject line. This allows them to feel like you are speaking directly to them.
Go Global and Connect to the Big Picture
Creating clear content that illustrates the ways your company gives back is an excellent way to connect to Gen Z. It’s best to go about this in a realistic, non-romanticized way. Gen Zers want to spend money on products they love that help those in need. If you can prove the effectiveness of your product or service and relay the ways you help others, your email campaign is sure to garner attention from Gen Z. They don’t want fluffy promises woven into self-promotional messages. Gen Zers need to see how you fit into the big picture in order to make a buying decision. Find ways to be a positive influence in the lives of others, and your brand will be a big hit with Gen Z.
Email Marketing and Gen Z: Key Takeaways
When developing an email marketing campaign targeted at Gen Z, there are a few important things to remember.
- The odds are in your favor. Email competition for Gen Z is low, so take advantage of this platform and create top-notch content.
- Make sure your campaigns are optimized for mobile devices.
- Create personalized content without crossing privacy boundaries.
- Create content positioned from a global perspective.
Gen Z is a unique market with its own set of challenges, but with the right strategy, email marketing can prove to be lucrative. Authentic, humane brands will soar with Gen Z, while corporate content will fall by the wayside and prove to be ineffective at captivating this fascinating demographic. When it comes to email marketing and Gen Z, don’t be afraid to evolve your content, rebrand your business, and accommodate what your youngest audience craves the most.