How to focus Email Marketing on new generations?

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shuklamojumder093
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Joined: Tue Dec 03, 2024 7:04 am

How to focus Email Marketing on new generations?

Post by shuklamojumder093 »

How to focus Email Marketing on new generations?
X, Y, Z… The new generations of current consumers are often the ones that mark the turning points of purchasing trends. Generations that, without a doubt, have not come to know (and, in fact, cannot even conceive of) the world without the Internet, and much less without mobile phones, smartphones or instant messaging . Without a doubt, new generations are here to stay and will dictate the direction of market trends.

What's more, a study by IBM shows that -by 2020- Centennials (or Gen Zers, as they are also known) will become the largest group of consumers in the world , representing (no less than) 2.6 billion people around the world. Consumers who have grown up completely immersed in the digital age, hard Internet users and obsessed with instant messaging.

However, despite having been born in the era of technological innovations and evolving at breakneck speed in hundreds of aspects, it is true that they are still relatively traditional when it comes to buying from their favorite brands, and -despite the new trends that revolve around applications such as Instagram, Peoople or 21Buttons-, they are still as classic as we are, and they access their email daily by checking their inbox and reviewing the newsletters and information bulletins to which they are subscribed (even if it is for a millisecond, they do it).

However, it is true that there are a number of issues that finance directors email lists brands must take into account when we want to create ad hoc content for this type of generation ; generations that -without a doubt- dominate the market and are decisive when it comes to defining whether a brand will survive -or not- in the market.

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How to develop Email Marketing for Generation Z?
To successfully reach the new generations, it is necessary to keep in mind the following key points:

Make use of powerful storytellings
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If there is one thing that moves young people, it is undoubtedly stories. The power of stories. Relatively recently, I listened to a podcast (yes, that format that is as old as it is recently revolutionary) that talked about the power of stories. A power that makes you start, overnight, to become interested in subjects as unimaginable as mathematics or astronomy. And, only, by telling stories. In that audio, I (who never passed a single math exam), discovered the importance of Évariste Galois in science and mathematics. And only because someone behind a microphone told his story.

Because, yes, stories are very powerful, and this was just a small example of this. And of course, it can be extrapolated to any other field, medium or audience: in this case, to Email Marketing. With stories about how your brand came about, how you created your new product, why, what the motivating concept is, etc., etc., etc.

Tell it.

Use an omnichannel approach (and give importance to the mobile format)
As a starting point to attract new generations to your brand through Email Marketing, you should take into account the use of essential elements such as AMP (Accelerated Mobile Pages), responsive design adapted to mobile-first format , an omnichannel approach, etc., etc.

Specifically, when we mention the omnichannel approach, we are referring to considering various and different channels within your brand, but all of them being perfectly interconnected with each other: the physical space or store, email, the website, social networks, etc., etc.

Personalize content
But, as we have already told you on other occasions, you need to personalize the content to the exact point so that the user feels valued and recognized by your brand (and does not feel, simply, like another number that adds lines to your database), but without going too far or bordering on intrusion . You should not, under any circumstances, cross the personal barrier of the user by going too far with personal information (information that, yes, we know: is easy to get. Nowadays, thanks to social networks we can know, in a matter of seconds, even the name of our boss's mother's cat. Or not?). As much as you want to refer to him as a member of your community, as your friend, your ally or someone who trusts you... You will not be. You are a brand and a consumer. And that is how it should be (and continue to be)
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