How does Generation Z use email marketing and what is their opinion of it?
Posted: Wed Dec 04, 2024 6:14 am
Generation Z (born between 1995 and 2015) has become one of the main focuses of interest for companies and businesses when designing their marketing strategies, not only because they form a significant part of the world's population, but also because we could say that they were practically born knowing the digital world and 100% familiar with mobile devices and new technologies.
Echoing an article published by DMA on this same topic, today we want to reflect on how this generation uses the email channel and what perception they have.
What channel do they prefer when organizations want to communicate with them?
According to the DMA study, young people want email to be hong kong mobile phone number list the main channel when communicating with them. However, they do not depend solely on this medium, but prefer to complement email marketing with other means of contact , especially depending on the type of communication and its purpose. This is where the importance of having a multi-channel marketing strategy arises in order to correctly impact this group and to know how to do it with each of the channels, so that the message and the essence of the brand or company is coherent, follows the same guidelines and is part of a whole.
Where do they read and open emails?
As we have been announcing for years, taking mobile adaptation into account in the design of emails is now an essential requirement. The percentage of openings from smartphones continues to skyrocket, especially among young people. According to DMA, 66% view emails from their mobile phone compared to 19% who do so from a desktop and 8% from tablets. Taking this trend into account, it is not surprising that strategies such as geolocation have become more attractive for the field of email marketing. It allows users to be offered what they need depending on where they are, for example, by showing a map with the restaurants, shops or services closest to them or with any previous information updated according to the time of opening.
What does Generation Z think about email campaigns?
According to DMA, 60% of 18-24 year-olds admit to having opened and read less than half of the emails they receive , a fact that is not surprising considering that 80% consider that less than half of the emails they receive were actually useful . The results show the effort that organizations should make to get emails that are more relevant to younger audiences and more adapted to their needs, tastes and current trends. At this point, the personalization of campaigns will be extremely important and can make a noticeable difference. The use of images, videos and entertaining and fun content are just some of the elements that young people have stated they would like to see in emails. At this point, it would be very interesting to combine them with interactive and dynamic content that triggers engagement and creates a dialogue between company and user. It is also worth noting that they value more those communications that contain advice, tutorials or useful information for them, therefore, content that has added value and captures the attention of an audience dispersed by the volume of messages and stimuli they receive on a daily basis from the digital world.
Echoing an article published by DMA on this same topic, today we want to reflect on how this generation uses the email channel and what perception they have.
What channel do they prefer when organizations want to communicate with them?
According to the DMA study, young people want email to be hong kong mobile phone number list the main channel when communicating with them. However, they do not depend solely on this medium, but prefer to complement email marketing with other means of contact , especially depending on the type of communication and its purpose. This is where the importance of having a multi-channel marketing strategy arises in order to correctly impact this group and to know how to do it with each of the channels, so that the message and the essence of the brand or company is coherent, follows the same guidelines and is part of a whole.
Where do they read and open emails?
As we have been announcing for years, taking mobile adaptation into account in the design of emails is now an essential requirement. The percentage of openings from smartphones continues to skyrocket, especially among young people. According to DMA, 66% view emails from their mobile phone compared to 19% who do so from a desktop and 8% from tablets. Taking this trend into account, it is not surprising that strategies such as geolocation have become more attractive for the field of email marketing. It allows users to be offered what they need depending on where they are, for example, by showing a map with the restaurants, shops or services closest to them or with any previous information updated according to the time of opening.
What does Generation Z think about email campaigns?
According to DMA, 60% of 18-24 year-olds admit to having opened and read less than half of the emails they receive , a fact that is not surprising considering that 80% consider that less than half of the emails they receive were actually useful . The results show the effort that organizations should make to get emails that are more relevant to younger audiences and more adapted to their needs, tastes and current trends. At this point, the personalization of campaigns will be extremely important and can make a noticeable difference. The use of images, videos and entertaining and fun content are just some of the elements that young people have stated they would like to see in emails. At this point, it would be very interesting to combine them with interactive and dynamic content that triggers engagement and creates a dialogue between company and user. It is also worth noting that they value more those communications that contain advice, tutorials or useful information for them, therefore, content that has added value and captures the attention of an audience dispersed by the volume of messages and stimuli they receive on a daily basis from the digital world.