How to Reach Millennials Through Mobile Email Marketing

how to market to millenials

According to Pew Internet, 63 percent of adults use their phones to check the Internet, and 34 percent of total cell users only use their phones. This makes mobile email marketing a critical component of online outreach.

Just check in with the headlines of major social media networks and you’ll note a big strategy focus is pushing for more mobile advertising. That’s because it’s where people are, but most especially millenials. Around 60 percent of millenials have smartphones and they’re the generation that’s grown up most hardwired to the Internet.

Mobile email marketing is a critical way to capitalize on this because it’s going straight to where the audience is.

What is mobile marketing?

Twitter, shortly after its initial public offering, released a series of tools to strengthen its presence. In addition to curated timelines, it also introduced new tools for mobile advertising. Advertisers of the service could choose to target by the very software the phone was running. This means that not only will it make a distinction between an iPhone, Android or other phone user, but it would also create ads based around how new or old the operating system was on the phone. It would even break down to Internet speed, allowing pushes for high bandwidth downloads to users logged in to a high speed wireless Internet connection.

This is all to say: mobile marketing is a big deal. It’s taking unconventional approaches to a market segment that, for all intents and purposes, didn’t exist a decade ago. For many companies, it’s been a stumbling block to success, as companies have had to figure out how to reach more people with less physical advertising space. A traditional web layout might have space for a dozen ads, but the compressed space of mobile browsers and apps just can’t handle that without looking cluttered. As a result, mobile revenues have been lower.

But it’s not all for naught. Facebook recently reported that half its revenue was coming in from mobile advertising. In other words, companies are finding a way to get the word out to mobile users, whether it’s through sponsored posts or otherwise.

Okay, so where does the mail part come in?

While social networks are rife for mobile marketing, email still remains a great vehicle for pushing a product or deal. Witness sites like LivingSocial and Groupon, which team up with companies to offer exclusive deals. This includes anything under the sun, such as vacations, dental visits, automatic pet feeders, massages, and more. And each day, these emails arrive in the inboxes of customers, eager to find the next can’t-miss deal.

In this case, the matter of pushing for a mobile email marketing presence is to team up with a commonly used provider. You get someone else to help push product for you. Yet for many companies, this may not be ideal.

This will lead to an internal discussion: what does our company want to do to best market itself to mobile users by email? While LivingSocial may not be the ultimate route to take, some cues can be taken away from it. For instance, a company can come up with its own mailing list, and offer deals through this mailing list not just redeemable by anyone, perhaps a coupon code for ecommerce. Its a common model used by companies offering percent’s off of sales or free shipping, or in the cases of companies like GrubHub, free or discounted food delivery. Think of it as a digital coupon.

Whatever it is, an email campaign is an essential cornerstone of marketing success. But there are some pitfalls.

What not to do?

The quickest way to lose email customers, especially millenials, is to email them too much. While a strong presence on social media requires a certain number of posts throughout the day, inundating customers with multiple emails per day can grow tiresome. This is why most companies stick to a daily email format. If that.

It’s also important to bear in mind that you’re trying to market something. This involves a consistent tone that creates an expectation of your product. You’re presenting your company as a brand to a customer, hoping to imprint your values on them. This means something too devoid of substance may turn millenials off. It may be in subtle ways, but emails should present what your company is about in emails.

It’s important to optimize all online content for mobile audiences. This is true in email as well, where all the fancy work on an email ad won’t save it if it can’t be viewed from mobile email programs, or the formatting breaks down and the ad becomes a jumbled mess.

Reaching millenials is a key to success, and mobile is where many of them are. A smart strategy can help propel your company to mobile revenue success.

David Wenz

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