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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The Newsfeed

“[Anna Victoria is] a good role model to women and is changing the way the world looks at fitness and body image.”—Female, 21, CA

Abercrombie & Fitch is going gender-neutral for their new kids’ clothing line. The “Everybody Collection” features “tops, bottoms, and accessories” for five-14-year-old boys and girls. A&F’s Brand President explained their decision to appeal to The Genreless Generation: "Parents and their kids don’t want to be confined to specific colors and styles, depending on whether shopping for a boy or a girl.'' The line of 25 new styles will be rolling out online and to 70 stores, starting this month. (Today)

Millennials & Gen Z already think the Nintendo Switch is cool, and now the brand is giving them more ways to use it. They’re introducing Nintendo Labo, “cardboard-based, interactive DIY experiences” for the Switch, tapping into the “toys-to-life” trend. The variety kit lets players construct five different “Toy-Con” experiences that include turning the Joy-Con controller into a motorbike handle complete with a throttle that can be twisted to accelerate, and creating a piano that senses which keys are pressed to produce the correct musical note. (Kidscreen)

YouTube is pulling Tide Pod Challenge videos from its platform. Teens started eating Tide pods when memes showcasing their Gusher-like colors went viral. The brand has since issued warnings not to eat the pods, and some stores have even begun locking up the product. YouTube has explained the decision to take down the popular pod-eating videos as a continuation of their policy to “prohibit content that’s intended to encourage dangerous activities that have an inherent risk of physical harm." Some are suggesting that pressure from parent company Procter & Gamble may have also been a factor. (Mashable)

The streaming wars are continuing, but audiences are turning to Netflix, Hulu, and Amazon Prime for very different kinds of content. Hub Entertainment Research found original content is winning users' time on Netflix, while over half watch Hulu for its syndicated collection, and movies are most popular on Amazon Prime. The study also found that most Americans overall spend their entertainment time watching TV (40%), but 18-24-year-olds are most likely to engage with gaming and online video, like YouTube. (Quartz)

Outdoor Voices embraced Millennials’ minimal moment to break onto the athleisure scene. The brandless brand goes for a minimalist aesthetic with pops of color, and sees itself as an anti-Nike of sorts. The founder explains that they’re “a recreational Nike” because “With Nike and so many other brands, it’s really about being an expert, being the best. With OV, it’s about how you stay healthy—and happy.” Whatever they’re doing, it’s working: the company has grown rapidly since it was founded in 2013, climbing a startling 800% in 2016 alone. (Vogue)

“I saw some heartbreaking stories in the internet, and decided to look up some international charities and donate to them.”—Male, 20, WA

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