Contrary to what most people assume, emails are not just necessary to create social media accounts and are not only used for business correspondence. Emails are also—and still—an effective way to do personalized online marketing. According to Mapp Digital’s fifth annual Consumer Views of Email Marketing Whitepaper, more than 98% of consumers (aged 18 to 64) check their email at least one to three times a day. This means that email marketing can still reach your target market for as long as it’s customized, which makes it more relevant and enticing to be clicked.
Moreover, the findings of the whitepaper mentioned above show that the younger generation seems to be more receptive to email marketing, wherein only 38% of 18 to 24-year-olds will delete such emails compared to the 64% of respondents aged 55 to 64 who do the same. Having at least a 50% chance of getting seen or clicked on is already quite promising, so you have to invest in email marketing strategies to strengthen your approach, turning run-of-the-mill promotional emails into irresistible offers for consumers.
Take note that 91% of young respondents stated that they check their emails on their smartphones. Such a statistic should encourage you to insert or attach mobile-friendly ads and links into the emails that you send out. By ensuring that your email marketing strategies are catering to the needs of millennials and Gen Y audiences—giving them what they want and how they want it—there’s a greater chance for them to engage with your brand.
Email marketing is a complex landscape and you’d do well to work with marketing professionals who have the experience and know-how to navigate email marketing’s twists and turns, allowing you to get to the ultimate destination—success.
Source:Email marketing still vital for targeting young US consumers, CMO Innovation