We at pocket do a lot of highly successful email marketing. In the time where social, display and paid search are strong traffic drivers, email has gotten a bad reputation. However, don’t discredit email for not only being a true one-to-one brand touch point, but it may be one of the more powerful tools in your path to online conversion.
The latest from MediaPost, show us that email is one of the most preferred media to reach Millennials. Here are some highlights:
- Millennials are the first native email population, so using it as a key behavior for this generation
- 37.2% are more likely to click promotional offers while 28.7% prefer timely and relevant information
- 15% specified that they wanted personalized recommendations delivered to their inbox
But it’s more than messaging that with drive conversions among this demographic. Current email design trends include lots of lifestyle imagery that is beautiful, well lit and aspirational to their lifestyle and 27% agree with this “less is more” design approach. Platform is key too, responsive emails that look great on mobile devices drive more click throughs also, 41% of Millennials are more likely to engage on mobile, if optimized.
We have experienced that email can be the best digital channel in a path to conversion to drive that final click online. While social, display and PPC do assist, email is the best tool to drive conversion – be it a lead or purchase. Sixty-eight percent of Millennials said that promotional emails drove their purchase decisions. Let’s say that again 2 out of 3 Millennials say that email drives purchases.
If you want to reach this well connected generation, make sure email is an important part of your mix. TO see the full report, click here.
Of course, if you want to see our great email experience, reach out to us. We’ve got proven numbers to take your email campaign to the next level.