How to Convert Millennials with Email Marketing Today

If you want to unlock a new revenue stream for your business, targeting millennials (the tens of millions of 27 to 42 year old’s in the US today) can be a great way to do so.

That’s why in this article, you’re going to discover four methods that will enable you to convert millennials with your email marketing today.

Getting to Know the Millenial Mindset

“Millennial” is the term given to any person that was born between 1981 and 1996. Millennials succeed baby boomers (who were born between the mid-1940s and 60s’), and they precede Generation Z, who were born between the late 1990s and the early 2010s.

According to 2021 data, there are over 72 million millennials living in the US.

So, these millions of millennials certainly have the cash to spend on your products. But in order to convert them with your email marketing, there are some things you’ll need to start doing a bit differently.

You see, just like with older generations, millennials behave differently—but perhaps to an even more exaggerated extent.

Why?

Because millennials are the very first generation to have been raised with advanced technologies such as personal computers and smartphones.

Thanks to how immersed millennials are with these technologies, they use not only use them to consume content in different ways, but they also have different values (such as authenticity, which 90% of millennials say is important to them when choosing what brands to support).

How to Start Converting Millennials Today With Your Email Marketing

If you want to unlock a brand-new source of profits with your email marketing by targeting millennials, there are four main things you should do.

Let’s go through them one by one so you can start putting them into practice today.

1. Be Authentic

As mentioned, the vast majority of millennials place a high value on authenticity.

But most businesses are the opposite of authentic, and end up getting ignored because they produce generic content day in, day out.

So here are a few methods you can use to begin making your email marketing more authentic. (Even using just a few of them can have a huge impact on your results):

• Tell stories. Did you do something interesting? Do you have a story to tell about one of your employees, or can you reveal something that happened “behind the scenes” in your business? People love stories, and sharing them with your customers is a great way to not only create emotion but to build their trust.
• “Humanize” your emails. By “humanize”, we mean to let your readers know that your emails are being written by a real human being as opposed to some marketing team. You can do this by simply including the photo and signature of the person writing the email inside of it, and then letting them know that if they reply, they’ll receive a direct response.
• Get your tone right. A great way to be authentic in your emails is to write as though you are talking to one person, and not an entire group of people. Only you know your customer as well as you do, so write as though you’re talking to just one of them—your ideal customer avatar. If you have a large list filled with people that have different interests, then segmenting it can help with this.

Remember: if you want to convert millennials, authenticity is key.

2. Optimize Your Emails for Mobile Devices

Did you know that over 60% of email opens today are from people using mobile devices?

This stat is even more significant when marketing to millennials, whose mobile usage is a whopping 14% higher than older generations.

That’s why it’s important that you optimize your emails for mobile devices, which you can do by:

• Keeping your subject lines short so they can be read fully without being cut off on small screens.
• Using a responsive email template so that the layout of your emails automatically adjusts to fit small screen sizes.

Implementing these two steps is easy to do, but they can have a huge impact on your email marketing results.

3. Make Your emails More Engaging With Videos and Visuals

62% of millennials would rather watch brand videos than read brand sales copy.

Not only are videos more engaging, but they’re also easier to consume.

As a result, you should aim to include videos in your emails (or animations and visuals) wherever possible.

4. Utilize Social Proof

91% of millennials trust reviews as much as they do recommendations from friends and family.

That’s why if you want to convert millennials and have them put their trust in you, you should start including reviews in your emails, as well as other kinds of social proof, including:

• Ratings
• Testimonials
• social media endorsements
• Media coverage

In short, the more trust your millennial readers have in your brand, the more likely they are to buy from you.

Conclusion

By converting millennials with your email marketing, you have the opportunity to unlock a whole new revenue stream for your business.
You can do this by:

• Being authentic by telling stories, humanizing your emails, and getting your tone right.
• Optimizing your emails for mobile by keeping your subject lines short and using a responsive email template.
• Making your emails more engaging with videos and visuals.
• Inspire trust by including social proof in your emails.

Start putting these four methods to use today and we’re confident you’ll start converting millennials with your email marketing in no time.