73% of Millennials prefer email over another channel

Unbelievable but true. Millennials love email just as much as we do.. And this has been corroborated by the latest industry surveys, where younger consumers have shown their interest and willingness to use the email as a mechanism to find new products and services.

Although email marketing may seem old school, the younger generations have expressed a preference for email when it comes to receiving corporate communications. In fact, according to a study by Adestra, 73% of millennials prefer email over any other channel as they consider it to be part of their daily lives. In addition, millennials are the sector that consults email the most on a daily basis (Adobe Study) and it seems that the trend will continue in the coming years.

That's right. Email doesn't look like it's going to disappear. Not now and not 10 years from now.
Consumers have expressed in this Litmus and Fluent study that email is the channel most likely to remain in the next 10 years. More than Facebook, cable TV... As we can see in the picture, Older millennials (25-34 year olds) are the most optimistic about the longevity of this channel.. Interestingly, those who considered themselves the biggest fans (+55 years old) are the least optimistic.
However, we are not talking about traditional mail. We are talking about modern email marketing, adapted to the needs of this sector of the population. A generation increasingly demanding with the experience they want to live in any communication channel. Therefore, not just any email will do for them.
Concepts and trends we talk about all the time, such as email response, automation, (micro)segmentation... These are elements that this generation already takes for granted when they think about receiving an email.. So the chances of a millennial sending your email to the SPAM folder are high. But that makes the journey even more exciting and that should force marketers to make the most of this channel. Whether it's contacting an agency to ask for email marketing services or by professionalising the marketing team that carries out these actions. In any case, brands must be able to keep up with this potential segment of the population.
You can't expect the same tactics that have worked so far to work for this type of audience. If they really are your target audience, take the time to study and analyse them in order to offer them the most personalised and appropriate service at the right time. It is clear that not all people are the same, and that we do not all think in the same way. But if you can create certain standards that help you to approach those sectors of the population that are interesting for your business and offer them exactly what they are looking for, success is guaranteed.
What are millennials looking for from email marketing?
Mobile adaptation: Responsive Email
Millennials prefer mobile devices over other devices (Harvard Business Review).. They have grown up practically hand in hand with these devices and this means that the link they have with them is superior to that of older generations. Therefore, if you don't optimise your emails for mobile, you are missing out on great opportunities. The open rate on mobile devices is already at 55% compared to all other devices.. Percentage in which the majority of this sector of the population stands out. This means that we are at a decisive moment for brands. At a time when they must take a step forward and adapt to the youngest, who are still the future.
Personalisation and Relevance
Millennials, the most capricious generation. Or so some consider them to be. I don't know if they are the most capricious generation or not... but what is clear is that they are the most demanding. The "here and now" is their motto. And brands must be there for them. It is very important that you know your users well and intervene at the right time and in the right way. This involves carrying out studies and analyses of the profiles of your databases and personalising your messages as much as possible.
Functionality and ease of use
As well as being demanding... they are practical. Why complicate our lives if there are easier ways to do things. If you want your emails to have some kind of impact (positive, of course) on this generation, you'd better make it as easy as possible for them to interact with your email. If you are looking for conversions, make processes easy and fast.. Patience is not the strong point of this generation and you have to rise to the occasion.
Concreteness and dedication
Get to the point. Don't tell them bullshit... don't beat around the bush. Be clear, precise and direct. Without forgetting to take care of your messages, of course. Besides, the less text and more image, the more you will capture their attention. The rule of "less is more" is completely fulfilled in these cases. Although, I reiterate, it is very important that you communicate what is most important for your brand. The key is to know how to combine what we want to say with what we want to convey in a few words.