Stop worrying. You don’t have to break out the doomsday clock, and you don’t need to change your career. Millennials love email. In fact, they’re obsessed.
According to a recent study by Adobe, millennials are more likely to check their email during every part of the day than any other age group — in bed, while watching TV, while commuting, and even while in a face-to-face conversation.
Source: Adobe, “Consumers Are Still Email Obsessed, But They’re Finding More Balance”, Aug 29, 2017
They’ll check their email before getting into the office, while they’re at the office, after they leave, and they’ll check it while on vacation too. 61% of respondents in the Adobe study say they like to be contacted by brands through email, and a separate Accenture report indicates that “95 percent or more of Millennials say they want their brands to court them actively.”
Email has proven, time and again, to be an efficient and cost-effective marketing strategy. Email delivers at least three times the ROI of social media, and the average value of email-prompted purchases is 17% higher. And yet, marketers are continually failing to focus on email and the lead nurture process as a whole. For every $92 spent acquiring customers, only $1 is spent converting them.
Lead nurture has to be a priority. Email has to be a priority. Email isn’t dead to millennials — you just have to do it right. Stop selling so hard, stop emailing so often, stop sending a patchwork monthly newsletter, and stop talking about yourself.
Focus on providing value relevant to the interests of your audience. Utilize triggered emails for relevant messaging and fold in personalization to keep your audience engaged and build brand loyalty.
Unsure what we mean by triggered emails? Look no further, we’ve got you covered.
A triggered email is an automated email message sent to a prospect based on their behavior. The action that functions as a ‘trigger’ is up to you — so long as you have the marketing technology to set it up.
Thirty-four percent of respondents to the 2017 Adobe Email Survey said they were most frustrated when brands send information or recommendations that are not relevant to their interests. Triggered emails are powerful because you can tailor the content and immediately provide that relevance.
Employ some common-sense email trigger controls. There are a few you should set up immediately, such as abandoned cart notifications if you’re in the e-commerce space. eMarketer reports that abandoned cart triggered emails have a 40.5% open rate — well above industry averages.
Other behavior triggers can include:
- Specific webpage views, or a specific series of page views
- Call-to-action clicks
- Product engagements
- Email clicks or opens
- Content downloads
- Form submissions
Decisions for trigger actions need to rely on your knowledge of audience personas and their path to conversion on your website. You should already have an idea of which behaviors are key indicators for a deepened interest toward a purchase. Test triggered emails to validate that.
As you write the triggered emails themselves, remember to acknowledge the action in the copy. It’s not enough to send an email you believe to be relevant — your millennial prospects need to immediately understand its relevance or they won’t read it. Use phrases such as:
- “You just bought XXX, you might also enjoy…”
- “A little more info: XXX”
- “So, you’re interested in XXX”
Now, what about personalization? Do you know there’s value in personalizing your email communications, but you don’t know where to start? Keep reading.
Personalization is another important element of maintaining relevance for your millennial audience. By integrating your email platform with your CRM, you can use lead and customer data to augment automated lead nurturing email campaigns and fold in personalization in macro and micro contexts.
On a macro level, use the personas you created to map an email journey around each audience. Define the specific goals of each email series and provide value based on their interests — informative blog posts, gated pieces, or exclusive tips. These relevant email journeys drive 18x more revenue than broadcast emails, and leads who are nurtured with personalized content produce a 20% increase in sales opportunities.
On a micro level, incorporate merge tags / personalization tokens into each specific email and increase the relevancy to every individual. Use their name, their location, where you met them, or something they’ve downloaded. Personalized subject lines increase open rates by 26%, and personalized messages in email content increase click-through rates by 14% and conversions by 10%.
Tip: Use your best judgement in utilizing merge tags as they are only as effective as the cleanliness of your data.
Not only do personalized journeys improve engagement, they deepen your connection to your audience. Millennial brand loyalty increases if a brand speaks to their interests with relevant messages, and 66% of consumers are willing to spend more on brands to which they are loyal.
The millennial generation is the largest in history, and the market is lucrative. By 2020, their projected spending will reach $1.4 trillion annually. But, you need to know how to reach and interest them — or they simply won’t engage.
829 Studios is an integrated marketing agency that has delivered measurable results for companies in a variety of industries targeting the millennial market. We can inform, supplement, or create an engaging email lead nurturing strategy that will drive conversions and turn customers into champions.