Gen Z is the first generation born in the digital world and grew up amidst instant connections, social media, and constant information bombardment. Let’s see why email marketing Gen Z is so important.
【According to a Forbes report, Gen Z made direct and indirect purchases of 143 billion dollars before the pandemic in 2018. Gen Z accounts for 17.1% of the total global spending of 57.6 trillion dollars. It is predicted to increase to $12.6 trillion by 2030, 18.7% of total global spending.】
╰┈➤ So, the impact of Gen Z on the market cannot be ignored. They are completely different from their predecessors, the millennials, and are known for being practical, value-oriented, and socially conscious. These features make them expect full transparency and proper communication from brands.
Gen Z is becoming the main consumer force, and every business must try to adapt to their needs, characteristics, and desires. Businesses that fail to adapt their strategies may lose touch with this highly influential audience.
This article examines how proper and professional email marketing can help brands create meaningful relationships with this generation. ✌️
The Digital Natives Shaping the Future of Marketing
Gen Z, born between 1997 and 2012, is a unique group with distinct expectations, values, and behaviors. They are the first generation that didn't play in the streets like the generations before them and less often ran after each other in the parks.
They grew up surrounded by the internet, social networks, smartphones, and digital devices. Because of this, they are much more professional in navigating technology, social media, and online spaces than their parents or older siblings. 📡 💻 📶
Gen Z is the first generation that seeks realism in most cases. Unlike previous generations, they are looking for authentic and transparent brands. In addition, their concerns about issues such as climate change, diversity, and mental health awareness are exceptional, and they often get attracted to the companies that are committed to (or at least show that they care about) these issues.
Gen Z has a much smaller attention span due to access to instant content on platforms like Instagram and TikTok. They prefer and engage more with short, visual content than long texts and are likelier to engage with interactive content such as polls, videos, and GIFs. They use multiple social media platforms simultaneously and constantly switch between them.
You need to understand this unique feature to be successful in email marketing for this generation. Brands that can reflect Gen Z values and deliver engaging and meaningful content will stand out, making this generation a powerful force in shaping the future of marketing.
What Gen Z Really Wants from Email Marketing (Hint: It’s Not Just Discounts)
According to the statistics above, gaining Gen Z’s loyalty through email marketing in 2024 is a golden opportunity that brands must take advantage of. Traditional marketing tactics need to be revised for this digital generation. Brands need to provide engaging, actionable, and attractive content in every email communication to capture Gen Z’s attention.
Personalization can be used to attract their attention. As we said, creating a sincere connection is a requirement for Gen Z email marketing. Many expect the email they receive to speak directly to them and about their interests; different from municipal announcements, such as paving the street alerts. They usually answer to brands aware of the latest trends and offer exclusive deals or unique experiences designed just for them.
Another factor that is very involved in attracting their attention is the visual content and related interactions. Smartphones are a body part of Gen Z, so emails should be mobile-friendly and visually appealing. Think bold designs, fast-loading graphics, and interactive elements like GIFs, polls, or short videos that bring your brand message to life.
Another thing to keep in mind is that Gen Z is goal-oriented. When they go to a brand, they expect the products offered for sale to align with their purpose.
It doesn’t matter what it is. Do they want to raise their status in the society of their peers by buying a car, or do they want to use your services to improve their work productivity? Do they want to buy fishing hooks from you to catch better fish on the weekend? Tell them how your product or service will help them in your email.
For example, if you have recently changed something in your company that benefits the environment, mention it in your email campaigns. Why not? Show this challenging generation that you value the society in which they live.
Top Challenges in Email Marketing to Gen Z
Now, speaking of challenges, let’s discuss this topic a little bit. However, every generation has its own challenges; I admit that dealing with Gen Z, along with its many positive points, is more challenging than previous generations.
Unlike their parents, they have grown up with a wide array of digital communication channels, making them selective about the brands they engage with and the content they receive.
This section examines four of the biggest email marketing Gen Z challenges 👇
1. Short Attention Spans
As we mentioned above, Gen Z’s attention span has drastically decreased due to being surrounded by fast-paced content on social media platforms. According to the Keystone Education Group, it is only 8 seconds.
This means that you only have eight seconds to get their attention. This is very short, isn’t it? What kind of catchy subject line can attract them? Detailed and long emails are practically out of the game. Marketers should consider short, attractive, and eye-catching messages to interact with this generation.
2. Desire for Personalization
Of course, this should be observed in all generations. But, as George Orwell said, “All are equal, but some are more equal.” For example, millennials will welcome a generic email if they feel it aligns with their needs.
This is much less common with Gen Z. Email personalization is now more valuable than ever because this generation expects personalized content that aligns with their values and preferences. This in itself is a big challenge. Creating personalized emails at this scale can be challenging but essential to building loyalty and connecting with Gen Z subscribers.
3. Preference for Visual Content
The generation that grew up with the Internet, YouTube, Instagram, etc., is expected to show much more interest in visual content than reading. Email marketers working with Gen Z should know that incorporating visuals such as images, GIFs, and videos is essential to keeping their attention.
But we all know that balancing visuals with loading time and mobile optimization, even large-scale imagery for emails can be extremely challenging for any company.
4. Skepticism of Traditional Marketing
Skepticism is the first thing that can define this generation. Considering what happened and is happening around them, they are extremely skeptical compared to the previous generations.
Traditional marketing lacks the transparency they want, so why should they trust it? Unfortunately, marketing has not progressed with this generation, so email marketers are challenged to remove or adjust their advertising content.
Overcoming these challenges requires adaptability, creativity, and a deep understanding of Gen Z’s digital behavior that will help brands create meaningful connections with this dynamic generation.
How Often Do They Use Email, and Why Does It Still Matter?
It may be strange, but Gen Z, known for living on social media and running from traditional methods of communication, still uses email. Contrary to popular belief, a survey by Campaign Monitor shows that 58% of Gen Z check their email several times a day.
Additionally, 23% say they check their email at least once a day, 12.1% report checking their email several times a week, and 5.2% check their email only once a week. do
For them, email is one of the main channels of official communication, especially for school, work, and online shopping.
Email marketing has features that other communication methods lack. For example, communication on social media such as Instagram, TikTok, and even Facebook is more casual, but emails are often used for more professional and structured communication.
For example, if Gen Z wants to communicate with a professor to apply for a scholarship, send a resume to find a job, etc., they often use their emails. In addition, email marketing allows the greatest amount of personalization, one of the most important parts of communication with this generation.
Email marketing may be slower than social media or SMS marketing, but due to its personalization and, of course, being more formal, it is easier to gain the trust of this skeptical generation.
Should You Create a Gen Z-Focused Email Campaign? Pros and Cons
Gen Z is no longer the next generation, so it is very important to consider them in your business calculations. Creating campaigns focused on this generation may be a strategic move, but it is also important to evaluate its potential and unique challenges.
They are more challenging than the previous generations, and more factors in marketing are important to them.
Here’s a closer look at the pros and cons of launching an email campaign designed specifically for Gen Z 👇
✔️ Pros
‣ Higher Engagement
Gen Z is more responsive to personalized and non-personalized content than Millennials and Gen X. Messages targeting their needs and interests can create a much higher engagement rate and a stronger connection.
‣ Brand Loyalty
A campaign focused on Gen Z can create brand loyalty among them. Remember that they value a brand’s authenticity and a deep connection with it.
‣ The Appeal of Tech-Savvy Design
Visual and dynamic content, which we have discussed many times in this article, can be your strength in email marketing Gen Z. Incorporating multimedia elements such as GIFs, short videos, or interactive content can make emails more engaging and enjoyable and appeal to Gen Z subscribers.
✖️ Cons
‣ Content Expectations
It can be said that Gen Z is the strictest generation to choose and interact with the content that is presented to them. You cannot drown this generation in adverts. Your campaigns must offer value beyond advertising, and your email marketing efforts must be creative.
‣ Short Attention Span
As we said, this generation’s attention span is extremely short. That’s why you should make your email campaigns as specific as possible and ensure they are visually appealing.
‣ Privacy Concerns
No era has seen the privacy of people be so much in danger, so Gen Z is overly cautious about it. This makes them less willing to share their data.
Essential Tips to Make Your Emails Gen Z-Approved
With all the things that we discussed, you have realized that interacting with Gen Z requires a new and precise approach. They are currently among the main consumers of products and services and should be considered alongside millennials and Generation X.
Here are some practical tips to tailor your emails to Gen Z 👇
1. Craft Compelling Subject Lines
Considering the short attention span we mentioned above, the subject line you choose should be attractive and to the point. Very technical terms and vague tones are your enemies, and you should avoid them. Using emojis (only if they align with your brand tone) can increase open rates.
2. Incorporate User-Generated Content (UGC)
Gen Z is highly engaged with reliable content, and UGC is one of the best ways to increase your email credibility. For example, you should attach photos, descriptions, or other users’ comments to your emails. Invite your audience to share their experiences with your product or service. It gives Gen Z a sense of trust and value.
3. Add Interactivity
I suggest adding interactive elements such as quizzes, GIFs, and clickable images to your email campaigns to increase engagement not only with Gen Z but with all of your customers. For example, a short quiz to help them find the right product or a GIF to demonstrate a feature is a fun way to engage.
4. Use inclusive and relevant language
The formal language for email marketing was more attractive in previous generations, but Gen Z is different. They prefer inclusive and conversational language, and an email with such a tone is more attractive to them than emails full of technical and formal terms.
These four tips for interacting with this new generation of consumers can help optimize your email marketing results, so make sure to use them.
Millennials vs. Gen Z and How They Email Differently?
Gen Z and Millennials are two generations that every company must consider how to interact with to stay competitive in today’s market because their habits and preferences can be very different.
Millennials are a generation that grew up with the growth of email and its transformation into one of the main ways of communication. Therefore, they see it as an essential communication tool, especially for work and official exchanges. They check their accounts regularly.
Millennials often rely on email for professional updates, offers, and important announcements. Email marketing is much easier and less challenging for them because they are familiar with and used to traditional marketing techniques.
On the other hand, as mentioned earlier, Gen Z, as the digital world’s natives who grew up with instant messaging and social media, often see email as a secondary way of communication. Of course, they also check their inbox based on statistics, but not as much as millennials.
Unlike previous generations who read even longer emails based on credibility, Gen Z prefers concise, visually appealing, and mobile-friendly emails. This generation is also more likely to engage with brands that align with their values, making social and environmental responsibility key factors in effective email campaigns that target them.
Let us examine the difference between these two generations in the infographic below. 👇
Shaping the Future of Email Marketing for Gen Z
Finally, I have to remind you that Gen Z has entered the marketing equation for several years. Still, it is different from its previous generations, and to attract their attention in email marketing Gen Z, you have to make a lot more effort because they are digital natives whose main food is fast content.
You only have a short time to attract their attention and have effective email marketing! In addition, you have to be careful about the many things mentioned in this article to gain their trust.
FAQs
1. What are Gen Z’s e-mail habits?
Interestingly, 36% of Gen Z workers report having over 1,000 unread emails in their inbox. Many Gen Z is taking steps to make email communications even less formal. Their emails often include memes, emojis, slang terms, and abbreviations in many other words about what you’d expect from the tone they take with other means of online communication.
2. What do members of Gen Z use for messaging?
Among the digital ways of communication, Gen Z employees prefer texting. However, one should remember that such an audience is used to fast, concise content; furthermore, most of the information they familiarize themselves with is written in an unofficial tone.
3. How is Gen Z changing marketing?
A shift in marketing approach for this generation of consumers means a power shift: brands no longer have full control over the story; it is co-created with the consumer.
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