Break away from the ordinary.

According to Radicati, over 215 million emails are sent every day, and this number will only increase over time. It is essential to set yourself apart from the rest in order to increase open and engagement rates. The subject line is a crucial aspect of determining if the reader will open or not. For example, try putting an emoji in the subject line, but only if is relevant to your brand’s and recipients’ interests. Using hashtags may be a good idea to break the mold depending on your audience. The average engagement rate for subject lines with a hashtag is only 10.5%, compared to 17.2% of subject lines without hashtags. Don’t be afraid to try something new, but keep it short and sweet to capture the highest engagement.

Keep it short (enough).

Easily digested content is important, especially for millennials who seek instant gratification. However, valuable content is also important. Recently, marketing emails have been focused on image-heavy and text-light content. Images are an effective and creative way to communicate with your audience, but do not sacrifice space value for space. If your email is all image with no value, your readers will dismiss it. Do not shy away from adding more text, if it conveys valuable and important information to your readers.

Put them in charge.

Don’t be afraid to ask millennials what they want to see from you or read more about from your brand. Put them in control by asking for their opinion and delivering it. Millennials are open to sharing information, but they want to be in control of their own preferences. Your brand can appeal to this by allowing them to choose their own email preferences. Marketers can pick up on consumer preferences easily by analyzing open rates for subject lines or open rates for time of day or frequency of sending.

For more information about millennial email marketing campaigns, contact us at OnCampus Advertising.