Archive for August 2011
Some of us look forward to it and dread it. You would be surprised to find that teens actually embrace email. Perhaps it’s a special offer, a promotion to receive coupons, announcements, or daily information about news and trends.
Are they actually reading it?
For the most part, some of us forget why we signed up for certain email campaigns. Email is one promotional tool that provides the lifeblood of information to different digital channels. Time sensitive reports should be made known immediately through your social media channels and cross promote on your emails. However, is it the most effective medium to get your message across to teens? Email might be that one opportunity to get your message across to them during their busy day. It should be viewed as an intimate conversation with your customer. Social media is a place to share a conversation with your customers, friends, family and perhaps colleagues to gain feedback, interact, and stand up for your beliefs. As social media and mobile usage have become more apparent in our lives, Millennials and teens will appreciate your emails if you give them a reason to feel important in your communication style. Remember some teenagers don’t have access to text, smartphones, or permission to use certain websites or online services. Email can also be used to appeal to parents, teachers, or their peers to influence teens to take action.
One may think email would not be popular with teens because they have used more social media channels such as Facebook and Twitter to connect with brands. According to a recent report in Mediapost, “95% of Millennials who fan companies on Facebook also subscribe to commercial email. 95% who follow companies on Twitter subscribe to their email list. While less than 2% of Millennials only engage companies through Facebook.”
Teens continue to request information via email and value its importance. Yet, no catchy sales gimmicks are going to go over well with this audience. You better be careful following strict permission-based tactics. No one likes surprises or SPAM in their inbox! “Millennial subscribers receive 7.4 permission-based email messages a day. 87% of 15-24-year-old consumers that use email sign up for permission-based email.”
Make sure teens are well informed about what they are subscribed to with your email campaigns. If possible, show an example of the type of mailing and make it easy to potentially unsubscribe with one click.
Be courteous to your audience who is giving you their personal contact information and don’t abuse that privilege by sending out too many mailings. Use email to promote specific announcements on sections of your site, personalize a message, or guide them to what’s happening on different social media channels. It’s important to ask your audience their thoughts to guide them to make comments to Facebook/Twitter, or direct them to address concerns with your customer service and/or marketing department. Respecting teenagers thoughts, opinions and creativity will in turn reward you with respect for your brand.