Incorporate social content.

The changes in technology reflect the changes in generations, and the millennial demographic is no different. According to a study conducted by Pew Research, 90% of millennials utilize the web to send and receive emails. However, they additionally love to Tweet, upload photos to Instagram and check their social media accounts often throughout the day. Therefore, combining social media content into emails allows your subscribers to share emails and content with their friends effortlessly. By simply getting a few college students to open your email and share it with others, you are opening up your brand and product to an expanded web of potential consumers.

Stay relevant.

Millennials are more likely to subscribe and keep their subscription with brands that keep up with what is relevant to their lifestyle and interests. It is important to understand what your target audience is interested in, and cater to those interests with compelling content that they will want to open. Whether it be something funny, informative, or interesting, it is important to share with your recipients in order to capture and keep their attention. Make it short and sweet and include embedded social media icons that facilitate sharing with others.

Keep it mobile-friendly.

Smartphones have no doubt changed the way we interact with others. According to Blue Hornet’s Consumer Views of Email Marketing report, almost 50% of consumers have used their mobile devices to sift through emails before reading them on a desktop or elsewhere. It should already be common knowledge to optimize your email content for mobile. Make sure email designs are easy to read and have responsive design that can adjust to both the desktop and smartphone.

Segmentation is key.

Millennials are a huge demographic, and have many different interests and tastes. Therefore, it is important to segment them into different categories – based on the groups they are involved in on campus, their age, race or gender. Segmentation effectively targets certain subcategories of a demographic, and will result in increased responsiveness and click through rates.

For more information on how to start up your millennial email marketing strategy, contact us at OnCampus Advertising.