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 move around every few years so it would be a huge hassle to have to buy and sell property so frequently.”—Female, 28, IN

Gen Z will spend the most on rent of any generation, but Millennials aren’t far behind. HotPads estimates that 2-20-year-olds will spend $226,000 on rent before they buy a home and 24-38-year-olds will ring in at $202,000. Despite the difference, Gen Z will own their first home one year earlier than Millennials because they’ll have “a stronger job market than [M]illennials”—but, despite the myths, they are buying homes in greater numbers. PS: Los Angeles tops the list of where young demos will spend the most on rent. (Business Insider)

What’s behind board games' popularity today? The NPD Group found that board games grew 8% compared to the toy industry’s overall growth of 8% in the past year and has “no signs of slowing down.” Digital detoxing plays a part, as more Millennial parents worry about their kids’ screen time and seek toys that foster face-to-face relationships. But despite the analog appeal, games are also getting high-tech and the word-of-mouth media they receive propels social media-friendly games like Pie Face to the top of toy charts. (Kidscreen)

Parents still have the most influence over kids today, but online celebrities are also top role models. Mintel research found that 86% of 6-17-year-olds say their parents are among their top role models, 62% say teachers, and 41% say siblings. But the top kind of celebrity that gets added to the category are social media celebrities at 35%, followed closely by musicians and athletes. Only 22% said actors were among their top role models and just 16% said the President. (MediaPost)

Disney has a new beverage to fill your Instagram feed: The Purple Wall Slushie. The Millennial & Gen Z-loved company has had no problem coming up with social media-friendly items, from Baby Groot bread to a viral Beauty and the Beast-inspired tumbler, and now they’ve rolled out a boba and taro beverage at Disney World. The Purple Wall is a famous destination to snap a pic for social media in the Magic Kingdom, and this slushy is made specifically to match up with the wall (and monetize on it). (POPSUGARInsider)

Speaking of Instagrammability, the Space Needle’s new, clear benches are sure to make for a thrilling photo op. The iconic viewing deck for the Seattle skyline has been in the midst of a makeover to create a better (and decidedly more social media-worthy) viewing experience. A metal base and caging has been replaced with a high glass wall from floor to sky, and so-called “skyrisers” will let visitors sit right on the edge of it all—and snap a selfie. (Curbed)

“People have been planning outfits since the start of the year [for prom].”—Male, 15, NC

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