Best email marketing strategies to market to Generation Z
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Currently, I have about 2,500 unopened emails in my inbox. The majority of said emails are spam, offers long expired, or blogging advice that didn’t catch my attention long enough to open.
As a millennial, I’m used to being bombarded with emails.
For the Generation Z market, emails are held to a higher regard for stores and businesses. Being able to say your email opening rate is higher than 20 percent is known as gold-level email marketing.
Most people view their email on a daily basis. The same goes for Generation Z. Generation Z usually open emails for classes, work, hobbies, and more but they don’t typically go for anything if the subject line doesn’t catch their attention.
While most members in Generation Z and others check their email daily, most only view or glance at an email for about 8 seconds.
8 seconds, as you can imagine, is not a lot of time. Not only does this statistic refer to email, but it refers to other digital products as well. During my time as a reporter, it was an anomaly to have a piece go longer than maybe 30 seconds. Some reporters hit the holy grail and retained viewers for about 2 minutes with longer feature stories and thorough reporting methods but we only had about 2-3 reporters achieve it.
I don’t say this 8 second’s rule to scare bloggers, businesses, and others away from learning about email marketing. Email marketing strategies are a great tool and can help you retain readers and members of your audience by establishing a loyal brand and fanbase, but you have to know how to retain your readership when you do. Add in some help in maintaining a consistent tone and intent with your writing style from Grammarly, and you’ll be able to create an engaging email marketing strategy.
I tend to use Mailchimp to send out my emails for my email marketing strategy, as many businesses and blogs might due to their free plan for email lists with less than 2,000 subscribers. You also have up to 10,000 emails per year for your list. If you’re in a similar boat and want to learn how to execute your email marketing strategy to Generation Z, create your Mailchimp account for your start-up business today.
If you’re thinking you have no idea about what to do with or how to start your email marketing strategy, here are a few marketing tips you can use to appeal to your Generation Z market:
Make your email marketing strategy personal
As I started learning about email marketing, I found many easily accessible ways to integrate your clients’ names into your email.
One aspect that Generation Z looks for in various aspects of a business’ brand and marketing strategy is its personability. Making an email marketing strategy based on personal consumers rather than a mass stereotype is ideal. Take it a step further by creating an informal type of formality or a casual domain in Grammarly when checking your email’s clarity and correctness. The tone of your email will create a personal and peer-like speech from you to the reader.
That isn’t to say you should right individual emails to each of your subscribers. Making your email marketing strategy personal to your readers could mean addressing them by name in your email, focusing on their needs rather than making a general email to everyone, or personal recommendations based on a quiz they’ve taken on your website.
Making your email marketing strategy personal doesn’t have to take a lot of work. Making it catered and individual towards your audience is the key to getting more opened emails and retained customers.
Create attention-grabbing subject lines throughout your email marketing strategy
As I previously mentioned, you have around 8 seconds to grab a member of Generation Z’s attention. In regards to email marketing, your best bet would be to reel them in with an email’s subject line.
Through an email’s subject line, you should be able to convey a topic about your email and create a personal investment with the reader.
For example, say I want to view Best Buys deals on a DSLR camera for Black Friday. As the time for Black Friday approaches, I receive a few Best Buy emails, but none of them mention DSLR cameras in the emails’ subject line. Seeing this, I choose not to open the emails, because, while deals on a new flat screen are nice, this email doesn’t interest my individual needs.
Again, you don’t need to write individual emails to your readers, but having a vested interest in why they signed up for your email list will help you create an effective email marketing strategy for retaining Generation Z consumers.
Keep your email marketing strategy focused to similar niches
I understand that many businesses and blogs might revolve around a few niche markets.
It’s important to know what your business is looking for in a retained audience member. Being able to clearly state your marketing niche is one of the most important aspects of your business.
Your business’ niche should be no different when you create an email marketing strategy. Keep your strategy close to your business’ niche to retain a consistent audience market.
Not only should your emails maintain keywords from your brand and intent, you should also maintain a similar style in your writing and content. Use Grammarly to maintain your style and tone throughout your email by uploading or pasting your email’s content into a new document. Grammarly will make sure your email marketing strategy’s delivery will remain consistent with each email delivered.
Plan your email marketing strategy by staying focused on one intent
When I open an email, I tend to be bombarded with multiple intents as I scroll downward. Not always, but I am forced to see multiple deals and promotions that I am not interested in the least.
When constructing your email marketing strategy, keep each email’s intent purposeful and focused.
Keeping a focused intent to your email marketing strategy will help your audience keep their focus on that one email subject rather than roaming across three subjects at once.
Staying on one subject also keep your business’ email marketing strategy on a personable and individual level with readers. You are staying focused on the reader’s intent rather than focusing on your sales or promotional tactics.
Need help staying focused? Try a writing tool, like Grammarly, to help you stay focused and attentive towards your goals. Not only will it help you stay focused and error-free in your email marketing strategy, but Grammarly will also help you achieve the tone you want to establish throughout each email.
Maintain an authentic email marketing strategy
Emails tend to be a great place to promote sales and promotions on materials. Your email marketing strategy should reflect that, however, sales should not be the sole focus of your email marketing strategy.
A goal for your email marketing strategy would be to maintain a ratio of sales and informative emails to your audience. Whether you focus on a 75:25 or 90:10 ratio (informative:sales), each email should remain helpful towards your intended market. You can even set your tone to inform in Grammarly to maintain your style throughout your email marketing strategy.
Generation Z especially appreciates an authentic brand rather than a sales-y or non-inclusive brand. Remaining your business’ authenticity in your products or services is a great way to retain market members for Generation Z.
While you might embed some sales in copy through links or products in your email marketing strategy in an otherwise informative email, it is good to know you are essentially focusing on informing and helping the reader rather than pitching them a sale. Being transparent in your intent and authentic in your approach is helpful for your audience to understand their actions in response to your emails.
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