How Ecommerce Retailers Can Use Email to Engage With Millennials

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Millennials, individuals born between the years 1980 and 2000, make up the largest proportion of the workforce in the U.S. and Canada. It is estimated that by 2025, millennials will make up over 75% of the global workforce.

This generation also has enormous spending power that will continue to grow as the generation matures. For instance, in the U.S. alone, millennial shoppers spend over $600 billion a year. Clearly, this is a prime demographic to target if you want your ecommerce business to succeed, especially given this generation’s digital aptitude and comfort with online shopping.

But the question most new and growing ecommerce retailers have is, “How can I sell to the millennial powerhouse shopper?” Well, there’s no magic trick, but the following tips will help you form an effective email strategy.

Focus on nurturing a robust brand

With the advancement of technology and social media growth, the gap between brands and consumers is quickly narrowing. Now, people want to buy from brands, not corporations.

Millennial buyers, in particular, are interested in brands. In fact, most millennials consider themselves to be as loyal to brands as their parents are.  This means if you can create a brand millennials can relate to, they will likely become a long-time customer. This brand loyalty can be further solidified by aligning your brand with the social issues they care about most.

A great example of this is eyeglass brand Warby Parker. This brand has developed its brand based on sustainable manufacturing and their dedication to the “buy-one-give-one” model. They donate one pair of glasses to those in need for every pair purchased. They communicate these programs brilliantly through email, social media and their blog to continually align themselves with their millennial customers.

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Please keep in mind that millennial shoppers will conduct their own research before they buy from you. So, take care to keep your online reputation clean and keep up your end of the deal. If you aren’t actually doing the good your brand is founded on, then you could quickly end up being outed online and lose all credibility.

Consider a coupon and loyalty strategy

Millennials desire an open give-and-take with their retailers. They appreciate Portugal WhatsApp Number List brands that give something in return for the relationship. This is why coupons drive 69% of sales to millennials.

Remember, millennials don’t have as much wealth as their predecessors. They are price conscious and want the best deal before they commit their hard-earned income. The following statistics will help you understand just how much millennials love coupons:

  • 23% of millennials need coupons with at least a 50% discount, although 17% will appreciate a discount of any amount.
  • 63% are more likely to check in to different businesses if they will get a coupon in return.
  • A 20% discount can prompt almost 50% of respondents to visit a retail location.

Millennial shoppers also love loyalty programs. Seventy-three percent (73%) of smartphone users would like to use their devices to interact with a brand’s loyalty program. A majority (75%) are ready to switch to a brand that offers real-time discounts while shopping, and 84% of consumers prefer to visit websites of retailers who offer loyalty programs.

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