We’ve already revealed that Millennials prefer email to most other forms of brand communication. Naturally, this got us wondering why that is. Can a platform as seemingly utilitarian as email really be the hot thing among such a finicky demographic?
Email outranks other outreach efforts for a number of reasons but the biggest reason is scheduling. Specifically, the power to fit email anywhere in one’s schedule. More often than not, Millennials will opt for control over what they consume and email gives them that control. They can check it at their convenience–when they want, where they want–and even hide the emails they don’t want to see using filters and other organizational tools. The “promotions” tab in the standard Gmail inbox, for example, keeps branded messages separate from the personal stuff. And that can actually be a good thing for us email marketers.
This means we don’t need to obsess over testing the perfect time of day to send an email. A good portion of your list will open and interact with your email on their schedule—but only if there’s a compelling subject line, totally relevant content and a clear call to action. Bottom line: It’s less about “when” and more about “what.”
Instead, make sure you’re conducting tests that matter to Millennials:
- Subject line – Have you tried a mysterious subject line that doesn’t give everything away up front?
- Photography – Does including your product or idea with a real person in context help your audience connect?
- Call to Action – Does a lower commitment CTA like “Learn More” outperform a more specific one like “Buy Now”?
Speaking of “learning more,” if you want to learn more about the email preferences of this much-monitored group, tune into our webinar on Wednesday, October 26. The presentation, entitled “Millennials + Email: How to Engage Email Natives,” will offer even more insights as well as tips for program cadence, frequency, creative and testing from industry leaders like Email on Acid, Fluent and Oracle. Sign up right here.