How do we engage the Gen Z customers using Email marketing?

Gen Z spend most of their time online mostly on social media like TikTok, Instagram and Snapchat to stay in touch with friends.

Source: (Statista)

According to a survey of online users in the United States conducted in 2022, online shopping activities were on of the most common reasons for users aged between nine and 56 years to engage with email communications. 60 percent of Gen Z users reported using emails for online shopping.

This is a significant numbers knowing that Gen Z are often inclined to social media or other digital platforms for shopping. However, it still suggest that email is still a great tool for online retailers/companies to reach this kind of demographic.

Unlike social media where the contents are determined by algorithms basing on what you see, the email on the other hand delivered directly to the user’s inbox.

Also, the email can be personalized to the customers’ name, etc. to make it more relevant and engaging like receiving it specially for “you” only.

Basing on the customers data and purchasing history you can tailor the emails that you can send to each of your Gen Z customers to increase the likelihood of buying again. You can include the special offer or discount which is a good incentive to users to purchase.

Just like any buyer demographics, Gen Z are also looking for great details and emails are good way to deliver these offers directly to their inbox.

Knock knock …..

Ways that you can engage Gen Z in Email Marketing

1. Optimize emails for mobile devices

It has been said that Gen Z users more present on their mobile devices. If you’re message aren’t optimized to be mobile friendly you are alienating the huge portion of your customers and it will unlikely you will succeed with retail marketing as a part of your marketing effort.

2.  Must click subject lines

Your email subject lines are very important regardless who you are marketing it to. When it comes to a demographic like the Gen Z it would he a huge help if you know the terms and the know-it-all Gen Z slangs that is useful for the email marketing that you are going to send. The average Gen Zer are using their social media almost 3 hrs everyday and more on streaming videos. They are bombarded with many adverts and digital communications vying for their attention. If your subject line does not grab attention they will most likely to delete your email.

3. Share company values and beliefs

The younger generations are not only looking for good deals and fad products they also want to support brands that aligns with their values and beliefs. What does your company support? Do you donate in charity? Are you committed to sustainability and ethical working conditions for employees?

Share your brand values to your customers and let it resonate with them. It will lead to great profits for your company as the younger generations are most likely to purchase/support ethical companies.

4. Create an ethical loyal program

As we know the importance of customer loyalty program drives value to a company. It should be something that is impactful and ethical in more ways than one. The Gen Zen say that the quality for loyalty program will increase the traction and frequency of of buying from a brand.  It is an extra source of revenue.

With the use of email marketing other can help with the loyalty efforts by simply sending your Gen Z customers offers, early access, etc to make them feel special and increase their spending.

5. Make Segmentation a top priority

Segmentation has been a part of the personalized interaction that we strongly suggest in loyalty marketing but you can still tweak this effort.

Segment your emails list to like-minded people like (Gen Z) and mail your subscribers with personalized offers that you know they’ll like. You can send highly targeted email campaigns once you have identified the groups of people you want to send the campaign and receive the offer they’ll more likely to engage with.

6. Have something valuable to say

Every email you send should have a purpose and be mindful to what you have to say especially when you are attempting to engage Gen Z customers to your brand/company. Since they consume a lot of content on a regular basis, you need to fine tune to something that is relevant to them and the current life situation. The successful use of email marketing to reach generations of all ages is crucial part of keeping your customers on the loop and turning them into a loyal customers. A sale of relevant products or services is valuable and the relevant information for the particular topic/stories/entertainment.

7. Be creative with different email strategies 

Do not be afraid to be bold and experiment with different kinds of email contents, approach and presentation. For example, if your EDM’s are very traditional try to add some gif, infographics, or cool images to spruce up your content using eye catching email templates in your email campaigns. 

Use the A/B testing to play around and see what is engaging  for your customers - the Gen Z so to speak. You can add video links from your YouTube channel if you have. You can tap into this visual content to improve your email campaigns.

Image Credit: 99designs.com

Conclusion

Bring out the Gen Z marketer in you— navigate the marketing landscape that requires adapting to this new trend to match their preference and behaviours.

You can channel your effort in social media and other online spaces that reflects the Gen Z inclination towards engagement, inclusivity and community driven experience.

Then integrate this knowledge of elements into your email marketing strategy making your brand/company relevant and competitive within the Gen Z demographic.

The only constant in this world is change and that applies to marketing efforts that we need to adapt with the demand of ever changing landscape of business.