Email Marketing To Young Adults: A Primer
In the cases of a considerable number of ecommerce email marketers, the Sixties Hippie motto of “Don’t Trust Anyone Over 30” has morphed half a century later to “Don’t Market To Anyone Over 30.”
Even in the throes of a double or triple dip recession, the young adult group continues to command a staggering amount of disposable income which belies the generally lower salaries which are symptomatic of this age group.
Many of these consumers have not yet been burdened with hefty mortgages and the rest of the stratospheric costs of raising a family in the 21st century, so while they may not earn as much overall as their older counterparts they have more money to spend as a result of lower overheads. Younger adults are also more likely to go off on spending sprees fueled by their shiny new credit cards which haven’t been run up to the limit quite yet.
Young adults are usually the first to adopt new trends and technologies so many email marketers are finding that if approached in the right way, this demographic can be the most lucrative of them all.
Living in a state of perpetual social denouement
Social is the key word for the young adults of this century. Many of them have an irresistible urge to share everything that they do and everything that they think with everyone they know.
To older individuals raised in an age when modest reserve was not a historical footnote this perpetual denouement seems quirky at best: Why do I need to know what toppings are on the pizza you’re munching on while you’re watching American Idol? And why should I care? Young adults, however, thrive on this barrage of minutia and have generated countless trillions of keystrokes to answer the question of our age: “what’s on your iPod?”
A penchant for becoming enthusiastic company evangelists
When in Rome do as the Romans do, so when marketing to young adults you have to empathize with their lifestyle and synthesize their preferences as an integral part of your online marketing approach.
Your email newsletter has to be interactively integrated into social media in every pixel. Your social sharing links need to be featured prominently well above the fold and preferably in the top right hand quadrant of your email newsletter display screen.
Nothing at all must ever come between your newsletter and a young adult who wants to share its content with a social clique. Young adults have a penchant for becoming enthusiastic evangelists about a product or service which harmonizes with their social buzz, so that one click on the Facebook or Twitter icon in your email newsletter could swiftly translate into an avalanche of orders from new customers your small business could ordinarily never reach!
Genetic predisposition for rapid-fire sound-bite Tweet-length information
With the exception of Quentin Tarantino movies which love to regale in Hitchcockian shots lasting several minutes, the average length of the average single movie or television shot is now less than half what it was just a couple of decades ago.
Young adults are leading the charge into this short attention span future, and your email newsletters have to keep up with their genetic predisposition for rapid-fire sound-bite Tweet-length information.
Your content has to be portrayed in a dynamic and snappy fashion, keeping the copy short, crisp and absolutely to the point. Young adults have a finely tuned “spider-sense” which can detect hype a hundred internet nodes away, so your claims about your ecommerce’ products or services have to be verifiable, factual, clearly stated, and absolutely sustainable.
Ecommerce email marketing to the younger demographic face a considerable challenge. The interest of these subscribers needs to be constantly piqued and every aspect of the newsletter needs to be fresh and engaging.
The marketers who are able to succeed in consistently presenting relevant and engaging content to their young adult customers find that it can be their most profitable niche.