What is Generation Z's use of email marketing and what is their opinion of it?
The Generation Z (born between 1995 and 2015) has become one of the main focuses of interest for companies and businesses when designing their marketing strategies, not only because they form an important part of the world's population, but also because we could say that they were practically born digital savvy and 100% familiar with mobile devices and new technologies.
Echoing a article published by DMA On the same topic, today we want to reflect on how this generation uses the email channel and what their perception is.
Which channel do they prefer when organisations want to communicate with them?
According to the DMA study, young people want email to be the main channel for communicating with them. However, they do not rely solely on this medium, but prefer to complementing email marketing with other contact methodsThe main factor is the type of communication and the purpose of the communication. Hence the importance of having a multichannel marketing strategy to correctly impact this group and to know how to do it with each of the channels, so that the message and the essence of the brand or company is coherent, follows the same guidelines and forms part of a whole.
Where do they read and open emails from?
As we have been saying for years, taking into account mobile adaptation in the design of emails is now an essential requirement. The percentage of openings from smartphones continues to skyrocket, especially among young people. According to DMA, a 66% view emails from their mobile phone compared to 19% on desktops and 8% on tablets. Given this trend, it is not surprising that strategies such as the geolocation have become more attractive for the field of email marketing. It allows you to offer The user can be provided with what he/she needs depending on where he/she is, for example, by displaying a map with the nearest restaurants, shops or services or with any previous information updated according to the time of opening.
How does generation Z feel about email campaigns?
According to DMA 60% of 18-24 year olds admit to having opened and read less than half of the emails they receive.a fact that is not surprising considering that the 80% considers that less than half of the emails received were actually useful.. The results show that organisations should strive to make emails more relevant to younger audiences and more tailored to their needs, tastes and current trends. This is where personalisation of campaigns will be extremely important and can make a noticeable difference. The use of images, videos and entertaining and amusing content are just some of the elements that young people have said they would like to see in emails. At this point, it would be very interesting to combine them with interactive content and dynamic that triggers engagement and creates a dialogue between the company and the user. It is also worth noting that they value more highly those communications that contain tips, tutorials or useful information for them, therefore, content that has added value and captures the attention of an audience dispersed by the volume of messages and stimuli it receives on a daily basis from the digital world.
We could summarise that the challenge for organisations with this group lies in knowing how to detect what type of content is attractive to them and how to merge it with the underlying trends, how to shape it so that it is stimulating for them (interactivity and eye-catching) and how to determine the most appropriate channel of contact or channel depending on the reason for the communication.
