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Marketing the Millennial

Did you know Millennial’s spend 6 hours a day checking email? Yes, it’s true! According to research done on CMO.com. Those results are spread across a wide range of demographics, but the numbers don’t lie. The results show that 70% of Millennials check their emails while watching tv, 50% check their emails while in bed, 40% check their emails while on vacation and 42% check their emails while in the bathroom. Their involvement in email far outstrips the usage of any other group.

I mean seriously, Millennials were pretty much born with the digital spoon in their mouth. Which would explain why millennial’s tend to create their own rules of engagement via email. Did you know a millennials believe it’s appropriate to use emojis when communicating with a direct manager? Seriously, emoji’s have meaning to the millennial. Do the older generations even find that to be an appropriate means of communication? I think not! However, as a marketer, it’s important to know that the millennial does consider it appropriate.

Let’s put some numbers into perspective so 70% of the millennials check their emails “While Watching TV” this means they are watching tv on their smartphones, tablets, and watches. Email alerts typically pop up all the time and they read them. Email is not only relevant for millennials, it also remains to have the highest ROI for direct marketers. Marketers need to keep the following in mind to ensure they grab millennial mindshare and don’t just add to the noise in Millennials’ inboxes:

  • Make sure your emails are mobile friendly
  • Contextual email is everything
  • Pictures are worth a thousand words—optimize emails for images and allow for quick feedback through emojis
  • Less is more—Quality over quantity will win the day.

If you use the tips listed above, focus on the target audience and your email marketing strategy, you can really get skin in the game. After all, millennials truly are your biggest customer.

Daniel Griggs