Millennials are widely considered the most powerful generation of consumers since the Baby Boomers. In this year alone, the Millennial demographic, ranging from age 18 to 34, will surpass Boomers at a whopping 75.3 million individuals, according to Pew Research. Millennials strongly influence some of the largest brands today, with their spending power projected to reach into the trillions by the year 2020, according to Accenture.
Yet contrary to popular belief, Millennials are equally as loyal to brands when compared to Baby Boomers; they just need to be approached differently. Reaching and engaging Millennials through the channels they both pay attention to and respond to is critical for brands to ensure successful direct marketing engagement.
Each year, Quad/Graphics performs a "Customer Focus Research Survey" to gain insights into consumers' shopping preferences, as well as the top consumer media channels that influence buying. Based on data pulled from Quad/Graphics' 2014 study, the following tips can help you optimize the results of your email marketing campaigns to best reach the oh-so-powerful and influential Millennial.
1. Entice Email Opens. Millennials are most likely to open an email because they recognize the sender, the topic is of interest or the subject line includes an offer or incentive.
If the email does not have a clear call to action and the subscriber is unclear what to do with the email, it is difficult for the Millennial to find a reason to stay subscribed. Be sure that any action items, such as special promotions or news bulletins, stand out from the rest of the copy. Common practices, such as changing the font style, color or size, can help to guide subscribers. Also keep in mind that while it is important to have a call to action, too many calls to action may overwhelm subscribers. Emails are twice as likely to trigger a purchase of something not previously considered for Millennials compared to other age groups, therefore making this a necessary channel to utilize (Quad/Graphics, 2014).