Why Email Is Still the Way to Reach Millennials

Often ignored, or presumed not “cool” enough to reach young consumers, email is the quiet champion of reaching Millennial shoppers—here are five reasons why…

When we listed The 15 Apps That Millennials & Gen Z Say They Can’t Live Without, email apps appeared on the list more than once. It’s often assumed that young consumers are ignoring email—or that it’s not “cool” enough a method to reach them. But email isn’t dead—it’s a powerful marketing tool for Millennials. Sure, digital marketing is certainly flashier, and for advertising in general we find they prefer interactive, creative approaches. But email plays a big role in their every day—and plays a major role in the way they’re shopping. It’s quiet, it’s not new, but there are plenty of reasons that email is still a huge way for brands to reach Millennial shoppers. Here are just five:  

1. They’re actually checking it all the time.

Millennials might be more “obsessed with email” than you think. When we surveyed Millennials about their phone use, one 28-year-old male told us, “I constantly need to know what’s going on with my email.” He’s not alone. A recent survey from Adobe shows over half of 18-24-year-olds and 43% of 25-34-year-olds check their email before they get out of bed. The latter is also the most likely of all age groups to open their inbox during off-time activities like vacation and watching TV. For brands, quality, customized content wins out over generic spamming.

2. It’s how they WANT brands to talk to them.

Ypulse’s own trend research found that 80% of 13-33-year-olds would like brands to communicate with them through email. According to another Adobe survey, over half of Millennials say that email is their preferred option to be contacted by a brand—so what’s the best way to use it? Thinking mobile is a…


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“It[‘s] only about the music for me, nothing else dictates what I listen to, I either like it or I don't.”—Male, 28, WA

A new app is getting teens’ attention as it rises through the ranks of the new social apps to know, even surpassing Houseparty’s popularity—but the catch is it’s “piggyback[ing]” on Snapchat. Polly allows users to create anonymous surveys that they can send on Snapchat (there's that anonymity allure again), meaning many users may not have actually downloaded the Polly app, so they “could slip away if friends stop posting questions.” For now though, the app amassed 20 million users and 100 million answers last month, proving it’s one to keep an eye on. (TechCrunch)

Designers are taking to social media to “shame” the retailers ripping off their work. When Zoila Darton spotted a Forever 21 shirt eerily similar to the one she helped create to benefit Planned Parenthood, she posted a tweet to let the brand know their copycat didn’t go unnoticed—and quickly gained attention from fashion editors and others. This isn’t the first time pieces have been copied by Forever 21, but designers have a hard time taking legal recourse against the powerful company. Instead, social media posts are often their best bet. (NYTimes)

BeautyCon is continuing to take “Sephora and Coachella and smash it into one thing” to appeal to young consumers. At the latest L.A. event, 20,000 beauty fans came to meet their influencer idols and try out the latest makeup trends, surrounded by empowering slogans and messages—true to the brand’s idea that “beauty can be something beyond a concealer culture.” Of course, brands were there “to win over the new generation”—ChapStick Duo offered cotton candy while Rimmel London’s “slayground” gave attendees a chance to set down their makeup and enjoy a jungle gym and swing set.
(The New Yorker)

It turns out saving money might not be cord cutters’ top reason for switching to streaming. Instead, a recent Magid Associates survey found that “the attractions” of SVOD programming (aka their content) is their top reason for making the move, followed by the overall decline of TV-viewing among 18-24-year-olds. Cable companies are trying to reel The Post-TV Gen back in by offering lower-cost cable bundles (so-called “skinny bundles”), but stepping up their shows might be a better first step to reversing the “accelerating” trend of cutting the cord. (TheStreet)

Pokémon is reaching out to a new generation of trainers with its first app for preschool-aged kids. Pokémon Playhouse follows in the wake of the massively successful augmented reality app, Pokémon Go (which was so popular that we put together an entire infographic on it) but won’t be AR-based. Instead, Playhouse will tap into the collectibles trend by featuring favorite characters like Pikachu for kids to collect by completing activities. There will also be puzzles and more in the app’s “interactive park.” (Kidscreen)

“I'm literally listening to music any time it is socially acceptable.”—Female, 28, MN

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