Mobile-first generation: Email Marketing

The trend for email marketing campaigns has fallen short of recent, due to the hunch that email marketing no longer creates high enough conversions. However the rate at which Millennials are checking their email inboxes suggests brands with this target audience really need to pay attention and put more efforts into this platform.

“The email marketing industry is predicted to become a £5 billion industry by 2017, which challenges the idea that email marketing is dead” Kraig Swensrud, CMO of Campaign Monitor

It’s not what you say, it’s how you say it:

To market successfully at this target audience you need to strike a balance between influencer and consumer lead content, studio imagery, and then being slightly friendly but informative with the copy; which is what brands such as Finery, Net-a-Porter and Mr Porter really excel at. 

With today’s focus on hyper-personalisation and geo-locating for Millennials, email marketers connect better with their customers by sending them a message about previous purchases or sending them a reminder email for items that are still in their shopping cart. Honing into your demographic by using a mix of data and market research like this means you can tailor your copy to your audience. Nasty Gal’s recent “Loose the pants” subject line caught the attention of their audience, seeing a 6.5% rise in open rates. Note: this might not sound like much but if you have ever worked on email marketing campaigns this is a considerable rise in the amount of traffic.