Email marketing is an effective way for brands to target a personalisation-craving millennial audience.
A third of millennials prefer emails for business communication over phone calls, instant messaging and video calls. But millennials find irrelevant emails that do not offer them helpful content annoying and ignore them.
Marketers must craft subject lines that grab attention and arouse their customers' curiosity to ensure their emails are not deleted when they reach their recipients' inboxes. They must ensure that their emails offer maximum value.
Instead of relying on generic emails, brands can benefit from segmenting their subscriber list into like-minded groups to target them with personalised emails. Emails must also carry the values and convictions of the company to resonate with the customers' personal values and beliefs. Doing so can boost consumer trust.
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[6 minute read]