As the oldest members of Gen Z enter the workforce, many organizations are wondering how to achieve email marketing success with this digitally savvy generation. While some studies have found that only 53% of Zoomers enjoy receiving emails from their favorite brands (a decrease compared to millennials), email marketing remains a valuable tool for reaching Gen Z. Here are Pure Firefly’s 5 steps to success for Gen Z email marketing.
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You Can’t Fake Authenticity
Authenticity seems to be this decade’s biggest marketing buzzword. Many brands are taking up the call by infusing emails with humor and casual language. However, there’s more to authentic marketing than throwing in a pop culture reference here and there. In fact, many brands reaching for authenticity miss the mark entirely with cliches or outdated slang.
Instead of putting on a false mask of authenticity, keep things simple. Transparency and honesty will go further than miscalculated humor. Use true stories from your organization, behind-the-scenes content, and straightforward language to naturally cultivate authenticity.
Don’t Doubt a Discount
Gen Z is known to be value-conscious and cautious of overspending. Incorporating discounts, exclusive offers, or rewards programs into your email marketing campaigns can be highly effective in capturing their attention and driving engagement. Highlight the value they’ll receive and make each offer clear and easily accessible. Consider leveraging time-limited offers or flash sales to create a sense of urgency and excitement.
Personalize & Automate
In 2023, personalization and automation are essential for effective email marketing. So before you hit send on the 5th batch-and-blast “LOL, Pizza Night!” email of the week, remember that 74% of Gen Z-ers feel bombarded with advertisements. Don’t compete for attention by further clogging an already crowded inbox. Instead, use automation and personalized messages to respond effectively to subscriber behavior and reach subscribers when they want to hear you.
Gen Z are Search Engine Pros
As the first generation to grow up using search engines, Gen Z is adept at filtering through vast amounts of information online. To capture their attention in their crowded inboxes, create subject lines that are concise, engaging, and searchable. Use relevant keywords and phrases that align with their interests and the content of your email. Experimentation with emojis and creative language can be a great way to boost open rates, but avoid clickbait subject lines when reaching Gen Z.
Rather than responding immediately to a fun subject line, many Gen Z-ers will respond to emails on a delayed basis, searching for what they need when they need it. For some subject line ideas, check out our top 100 high-converting subject lines for nonprofits.
Reach Gen Z with Pure Firefly’s Expert Tips
When it comes to mastering Gen Z email marketing, Pure Firefly has a track record of success. Our email expertise has helped nonprofit organizations and B2C companies increase profits and boost engagement with their audience. Pure Firefly offers one-on-one training and consulting services to help you unlock the full potential of your Gen Z email marketing campaigns.
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