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

“I love watching movies and shows uninterrupted.”—Female, 18, CO

Mattel just made the first hijab-wearing Barbie. She’s based on Ibtihaj Muhammad, who won the Olympic bronze medal for fencing for the U.S. while wearing a hijab. Brands are bringing diversity to the toy aisle to appease The Diversity Tipping Point generation’s appetite for inclusion, and this new doll is a step in the right direction. She gives girls a new role model and (in Muhammad’s words) encourages them "to embrace what makes them unique." Mattel has plans to create an entire line of Barbies based on inspirational women next year. (BBC)

Another ‘90s classic, Are You Afraid of the Dark, is coming to the big screen and revisiting Millennials’ childhood nightmares. Nostalgia entertainment is big business for the entertainment industry, who are hoping to capitalize on Millennials and Gen Z’s trademark wistfulness, and it doesn’t hurt that this screenplay for the remake is being written by It’s screenwriter. With horror proving it can bring in massive audiences these days, this mixture of dark content and nostalgia is a good bet to get them in theaters. (Collider)

Millennials are causing a “baby bust”—they aren’t having enough kids to keep the U.S. population at the “replacement level.” According to the Negative Population Growth Inc., the birth rate has dropped below the death rate, with women are having an average of just 1.8 births compared to the 2.1 needed to keep the population steady. The research blames all Millennials for the drop, reporting that “irth rates for all age groups of women under 30 fell to record lows in 2016.” (Washington Examiner)

Kellogg’s is coming back to NYC, with a bigger (and maybe better) cereal café than last year’s Times Square popup. The 5,000 square foot Union Square space will be a permanent place for Millennials to try crafty concoctions from Kellogg’s, who hopes getting the demo to rethink the product will keep Millennials from “killing” cereal as we know it. The company claims “It’ll be a destination for foodies and people to chill, create and explore the endless possibilities of cereal all in one place, whether it be for breakfast, lunch or a snack later in the day.” (CSA)

People are binging Netflix in public—at work, in line, and even on the toilet. A new study from Netflix found that 67% of viewers have watched a show or movie in public, 37% admit to tuning in at work, and 12% have pressed play in a public restroom. One in five have cried during a public streaming session, and 11% have seen a spoiler on another public streamer’s screen—but that’s not stopping them. The Binge Effect is real and bigger than ever: 60% of respondents said they binge more content than they did last year. (MashableMarkets Insider)

“I really enjoyed Breaking Bad and Better Call Saul does a really good job capturing the same intensity and intrigue that the original series did…”—Male, 28, NY

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