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Email marketing for generations Y and Z

Imagen Email marketing for generations Y a

With each passing year, the new generations are no longer "new" and are becoming more and more of a target group for email marketing campaigns. Millennials and centennials use email differently, but it is a myth that they prefer social media over email to receive information from brands. That's why you need to know them well and tailor your messages to the way they want to communicate with you.

Who are millennials and centennials?

When we talk about email marketing for new generations, we are talking about people under the age of 43. The classification is:

Those born between 1981 and 2000 are Y or millennials.
Those born between 2001 and 2009 are Z or zoomers.
Those born since 2010 are alpha.

If you have the date of birth of your contacts in your database, you can separate them according to this criterion. Generations allow you to group users by their behaviour and beliefs, but it is true that the limits do not have to be very strict as each person is different. Take advantage of their behavioural data to segment correctly.

What are Generation Y and Z like?

The most distinctive feature is that they are digital natives, i.e. they use technology on a regular basis, almost all the time, and prefer it to direct personal relationships. This is very good for online businesses, but it forces the rest to look for ways to have forms and especially real-time contact chats, not just a telephone number or a face-to-face office.

They have their own language with expressions and words they have created themselves, just like any other generation, with the difference that they use emojis constantly. They are also very used to memes, GIFs and short videos. They are very visual, but quickly tune out if they are not interested in what they see.

Intensive use of social networks makes them content creators, also because they share content from other users they consider close to them. It can be either because they find a message funny or educational. Of course, they don't fall for clickbait headlines, they are too used to surfing and they know the tricks!

Another very characteristic feature is their social commitment. They are conscious consumers who do not like to give out their personal data for no reason and do not hesitate to unsubscribe at the slightest evidence that they cannot trust a brand. Moreover, they prefer to live experiences rather than accumulate objects, which is why they use the circular economy and care about the environment.

How to do email marketing for the new generations?

To make your campaigns suitable for generation Y and Z, you have to take into account changes in the visual aspect as well as in the content and the way you communicate your messages. Here are some recommendations:

During the sign-up process, ask only for the basic information you are going to use.
Don't use hook headlines or misleading headlines, you will get more unsubscribes than opens.
Use sincerity so that they trust what you explain, they are able to verify your claims online and damage your reputation.
Communicate your social actions continuously or in specific campaigns.
Send short, highly visual messages so they value them and react quickly.
Include emojis in the subject line and within the content, either as a section separator or between sentences in the text.
Show social icons as a form of contact, including WhatsApp.
Incorporate a loyalty programme that retains them and encourages them to share among their contacts.
Add a social proof that will serve as a reference and motivate them to buy.
Consider new delivery time slots, earlier and later than usual office hours.

We recommend that you run tests to help you classify your subscribers so that you can offer them a better experience in your email marketing campaigns.

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