For many marketers for too long, we heard that Generation Z, the people born after Millennials, are the kryptonite. They don't check email, they have short attention spans, and they live in an "always-on" technology environment.
Adapting is what we do as marketers, and learning how to engage with Gen Z is just another challenge that we had to deal with.
So understanding how we can utilize email marketing to target this audience is just a challenge we have to solve.
Breaking News… Gen Z is still using email!
The assume is the Gen Zers only use social media, but you would be missing out as 95% say email is still an essential part of their lives.
Where do they use?
They are using it to stay in touch with businesses, and many say that email marketing is a major factor in their buying decisions.
Learning to Break Through the Noise with Email
One thing that we know is that Gen Zers have content filters in place so that they can switch information they don't want to listen to. This means that you're going to have to work very hard to get through their email filter to get their attention.
To help you navigate how to engage with Gen Z via email marketing with have compiled the following tips:
Emails Need to be Short
Gen Zers don't have time to read long emails. They only want to read a few short sentences with a few engaging images. Any other strategy is going to lead to your email being unread and unsubscribed from further communications from you.
Personalization within Emails
If you're not already including personalization in your emails, you need to. Gen Zers are aware that you hold a ton of data on them to don't be scared to use it. If you see a pattern in what they are clicking on, say around a specific topic, then look to offer them more information on the topic.
Branding
Gen Zers get a lot of emails so, you need to make sure your brand stands out, and they can identify it's you.
One trick you can do is to remind them why they are getting emails from you.
Engaging Subject Lines
As you only have a small window to grab their attention, your subject line has to stand out and catch their eye.
Try a Different Copywriter
Time to time, it helps to get a new perspective on the content of the emails as Gen Zers will get tired of seeing similar messages. If you don't have a different internal copywriter, then look to an external copywriter. Make sure not to make your messages pushy sales messages as you will turn them off.
Send them What they Want!
Coupons, promos, and special offers are favorites Gen Zers like to receive via email. They are less interested in links to your blogs and other similar resources. But they do expect to be kept up to date regarding the resources via social media, for example. So make sure you are delivering the appropriate message via the relevant channel.
Hopefully, we have squashed the preconceived idea that email marketing doesn't work when it comes to Gen Z. Many people are surprised to hear that the generation still uses email every day. The difference is that they are used to having access to information 24/7.
Now you know what you know you can start engaging with this target via email marketing a method of marketing that you should already be comfortable with.
About the Author
Jon Rivers – Jon has been recognized as a pioneer within the partner channel as a digital marketing expert for his leadership in helping partners develop social brands, marketing strategies, and content to drive successful marketing campaigns.
Before starting Marketing Monarchs, Jon spent many years working in the Microsoft Dynamics ERP ecosystem system. Jon serves on various boards, including Directions North America, IAMCP (International Association of Microsoft Channel Partners), and CMA (Channel Marketing Alliance).
When Jon is not busy running Marketing Monarchs, you can find him Co-Hosting Leadership Goes Beyond one of the fastest-growing virtual conferences for Leadership.