Email marketing aimed at Generation Z requires a strategic approach to capture their attention and build loyalty. Born between 1997 and 2012, Gen Z spends considerable time on social media and quickly skips content that doesn’t engage them within seconds. However, they still actively use email, with a ZeroBounce survey revealing that 36% check their inboxes to avoid missing brand deals and job opportunities.
Here are five effective strategies to enhance your email marketing for Gen Z audiences:
- Conduct regular audits: Review your email marketing performance quarterly to identify which types of emails, lengths, and content formats generate the most engagement. Understanding these metrics allows you to tailor your emails specifically for Gen Z.
- Craft compelling subject lines: Capture Gen Z’s attention immediately by stating clear value in your subject lines and preview texts. Highlight discounts, early access, or exclusive offers directly, such as “20% off ends tonight” or “Early access for subscribers only.”
- Foster a sense of community: Beyond deals, create a feeling of belonging by offering early or exclusive access to products and events. Naming your email list or branding it as a club can increase loyalty and encourage advocacy among Gen Z subscribers.
- Use authentic, straightforward language: Avoid corporate jargon and lengthy messages. Speak in a natural, human tone that aligns with your brand voice. While AI writing tools can assist, ensure your emails maintain authenticity through team reviews.
- Optimize for mobile readability: Since Gen Z primarily accesses emails on mobile devices, design your messages with short paragraphs, bold subheadings, and a clean layout. Test emails for mobile compatibility and ensure subject lines are fully visible in preview windows.
Bonus tip: Instead of sending emails on a strict schedule, prioritize relevance. Ask if each email adds value to your audience. Sending fewer but more meaningful emails increases memorability and engagement.
Incorporating these tactics can boost your results and help establish lasting connections with Generation Z through email marketing.