Who is Gen Z? Ranging from ages 4-22, they are the youngest generation to take hold of pop culture, news and media. They’re slated to make a large economic impact too. Their spending power is currently valued at $44 billion, and by 2020 they will account for 40% of all consumers.
One of the key traits of Gen Z is that they’re eager to adopt the next big thing, whether that be new forms of media, new ways to be efficient, or new forms of communication. While this is a great opportunity for emerging businesses, Gen Z is often accused of killing off old time tested methods, even ones as widely trusted as email. And with new tools for both personal communication like Facebook and professional communication like Slack, is there still a need for it at all?
According to a recent study, 83% of Generation Z respondents believe their email usage will either increase or stay the same within the next five years, meanwhile 46% of Gen Z students consider email marketing to be an important part of a purchase decision.
Across all generations, 74% of people chose email as their preferred communication method for companies or brands to interact with them. This is good news for marketers who want to maintain as many points of contact as possible with their audience & customers.
However, just because the email platform may still be relevant, doesn’t mean that you should fall back into the same habits of a boring old promotional email. The same rules of obtaining high engagement with Gen Z still apply.
When creating an email marketing campaign tailored for Gen Z, the first step is to create a clear but natural brand awareness. Although social media is more commonly known as being a key content channel, email can be an equally effective and direct way to get your content out. This is especially important when you have limited brand awareness, and content can be used to showcase your brand image, as well as the kinds of products or services you can offer your customers.
The second step is where you want to gather as much information about your email audience as possible, and see the common traits of your audience members that might be interested in your brand. This includes a small ask from your audience, but for something in return. One strategy might be asking them to fill out a survey in exchange for the chance to win a $30 gift card.
After building awareness through content, and obtaining information about your target, this is your chance to drive engagement in the way that you feel is most appropriate for them. This could be anything from a follow on social media to a checking out your online store. Whatever you may choose, make sure that it is measurable, and relevant to your specific audience.
These aren’t the only way to engage Gen Z over email, but whatever strategy you pursue as a marketer, make sure you are giving them a chance to experience and interact with your brand as much as possible. Here at The Campus Agency, we have access to over seven million current student emails and we are experts at creating subtle, yet engaging email campaigns. Feel free to contact us today for more information.