Our marketing efforts reach people of all ages and generations. This includes Baby Boomers, Gen X, Millennials, Gen Z, and Gen Alpha. Each generation has a unique way of seeing the world and life. In online marketing, this also includes how they use technology.
Therefore, it's not surprising that Gen Z is a different generation than, for example, Millennials. And, to reach them with our products and services, we need to learn about their needs and habits. In this article, we would like to give you tips on how to reach Gen Z with emails.
Understanding Gen Z
To know how to approach Gen Z with emails, we need to first discuss who they are and the characteristics they are known for. Gen Z is a generation born between 1997 and 2012 (ages 12-27 in 2024).
They are mainly known for being digital natives as they grew up with smartphones and social media. They don't remember a time before advanced technology and the internet.
Gen Zers are more socially conscious, so they value authenticity, as well as diversity and social responsibility. They also prefer to receive personalized and relevant content.
Gen Z Email Usage
How does Gen Z feel about emails? About 58% of Gen Z check their email several times a day.
Many jokes are shared online about how unique and casual Gen Z’s email sign-offs are. However, they actually see email as a formal way to communicate. They usually use it for work, school, or important notifications.
Gen Z usually get fewer emails than older generations. This gives you a chance to stand out from the competition.
Reach Gen Z with Emails - tips and best practices
Let’s now discuss what things you should consider taking care of to reach Gen Z with emails and make your campaigns successful.
Subject Lines
Successful subject lines should make people open your emails. The first step to achieve it is to keep it short - not exceeding 65 characters. Include emojis in your subject lines as they grab people’s attention and make your subject lines stand out.
Also, they are a natural element of communication among Gen Zers. Try to create a sense of urgency or exclusivity to make people want to know what’s in your emails, but please avoid clickbait. It’s a cheap trick that Gen Z, even if fooled once, won’t do it again.
Email Content
The first and most important aspect of creating email content to reach Gen Z is mobile-friendly design. 67% of Gen Zers check email on smartphones, so use scalable designs that will look good on different screen sizes.
Another thing to consider is the density of the text. People's attention spans are getting shorter with each generation.
For Gen Z, it is now just 8 seconds. This is why we should make content short, clear, and easy to read. Using bullet points and short paragraphs may be a good idea.
To make your emails more attractive, include visual effects like GIFs, videos, and infographics. You can also consider using interactive elements such as polls, quizzes, surveys, or even gamification techniques.
Personalization
This point may not sound original, because we all appreciate personal approach. Nevertheless, it’s good to know Gen Z is not different in this matter from the rest of the generations.
Use when sending emails to them, also use data you collect about them to match email content with their preferences. You can also consider using AI-driven email personalization tools to tailor products and services based on customers’ preferences, behavior, and data. Once your email content is ready, you can segment your contacts based on past behaviors and interests, address recipients by name, and reference their past interactions.
Timing and frequency
As Gen Z tends to check their emails at different times of the day, experiment with sending times and see what works best for your audience. As for frequency, 1-2 emails per week is often ideal, but remember to not send more to avoid overwhelming Gen Z with too many emails. You can also use email automation to send messages based on user behavior.
Social proof
Gen Z is known for thoroughly checking reviews before they decide to buy something. Make their and your life easier and showcase user-generated content and reviews in your emails. Consider collaborating with relevant micro-influencers (10,000-100,000 followers) who align with your brand values. Begin by using their quotes and testimonials, then collaborate with influencers to create special deals or products together.
Authenticity and transparency
Gen Z values authenticity and social responsibility. Clearly share your brand's values and social efforts in your emails to connect with them effectively. Be transparent about your products, pricing, and practices to build trust and credibility. Address relevant social and environmental issues to show your customers you value more than just making a profit.
Call-to-action optimization
Your every email should come down to one major action desired to be taken by your recipients. In most cases, it’s clicking the CTA button, which should contain clear and action-oriented language like “Shop Now” or “Join for Free”. Ideally, it should create a sense of urgency or exclusivity to make people desire to click it.
The visual aspect of the call-to-action is also relevant as it should grab attention and should be easy to find. Contrasting colors that stand out from the rest of your email will definitely help. But, when we discuss Gen Z, you should also remember about designing CTA buttons that are mobile-friendly. That is why, their size should be at least 44x44 pixels.
Cross-channel marketing
Your marketing efforts on various channels should complement and support each other. Connect email campaigns with your social media presence by cross-promoting your content. You can share sneak peeks of your email content on Instagram Stories. You can also use X to announce upcoming email exclusives and invite people to subscribe to your newsletter.
At the same time, you can embed social media feeds or add social media buttons in your emails. You can also use email to drive traffic to specific landing pages or blog posts. Or, implement website pop-ups that offer email-exclusive content.
Privacy and data protection
Gen Z is a more aware generation that knows the importance of privacy and data protection. Clearly explain your privacy policy and how you handle their data, so users feel secure when using your services. Provide easy access to your privacy policy in every email, offer easy opt-out options, and don’t use any data without consent.
How to reach Gen Z with emails - wrapping up
To connect with Gen Z through email marketing, use technology wisely and understand their values and preferences. By using the strategies in this article, you can create email campaigns that connect with Gen Z. These strategies include writing engaging subject lines, personalizing content, integrating with other channels, and prioritizing privacy.
Remain flexible and open to change as this generation’s preferences are constantly evolving, just like the digital landscape. Stay up to date with the emerging trends and apply them to your approach as needed.
Ula Chwesiuk
Ula is a content creator at Elastic Email. She is passionate about marketing, creative writing and language learning. Outside of work, Ula likes to travel, try new recipes and go to concerts.
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