Marketing in the Millennium how to mail marketing to the Millennium people

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If you believe in hype, you know that Gen Y (also known as the millenium) doesn't like email marketing. However, a research report from the Rubin School of Pace University, "Network Marketing participation (PMN)", found that only 28 of Gen Y received the company's e-mails, and 32 said they had no idea.

Respondents also said they preferred direct brand interaction from mail, but wanted more control over what to receive or how many messages to accept. The message to marketers is clear: Find out how to do marketing for y generation, and you have the strength of potential customers. Janetecis (Vice president of harte-hanks.com) and Joevilson (Sapient's vice president of marketing strategy) provided some insights in this regard:

First, carry out "automated relevance" mail marketing. When you are marketing to the millenium, you must be quicker and more accurate. "The millennial generation has almost the means to stop all kinds of advertising and marketing initiatives, and they can quickly and accurately find what they want," Wilson said. So when you see one of their "hands up" actions you have to quickly provide what they want. "From the millennial generation, we see a traditional, short-lived buying cycle, even in the B-to-b marketing market," he continued. So if someone enters a monitoring page 3 times, I send a related email to them at least 4 hours and they will probably open the email.

In fact, according to Sapient's study, the "raise hands" activity sent a 30% of the opportunity to launch the message.

Second, do not stop mail marketing. Marketers may consider that if the millenium does not like email I will reduce the frequency of sending mail. "It's simply not possible," Chish says, "You can't expect to be contacted every day, but you definitely need a regular strategy to get you to touch the mailing list more often than once every quarter." "This work has been best confirmed on a one-stop network marketing platform," Ebdoor.com said.

Third, the right to find the right remedy. Compared to marketing in x generation, the marketing of Y-generation should pay more attention to the different points. For example, Gen Y doesn't like to be asked about "What to buy" and "Why to buy" personal questions. "I'm amazed why marketers are so mundane about asking people something wrong," Wilson said. But if you ask these questions in a pious manner, you can also get the answer to the question. ”

However, a more appropriate method of questioning is still needed. Rather than asking Gen Y to "how to think and use the products and services I offer," Wilson thinks it's more important to figure out what Y-generation is paying attention to, such as substituting for what product is most important, asking "which purchase link is the most important, is it a personal representation?" How often do you buy?

Avoid one-time mail. In the marketing process, the establishment of a good customer relationship is very important, especially for the Millennium generation. "Instead of sending a promotional message, we can send some suggestions, something meaningful, exquisite, and informative," Chish said. "How could customers not be tempted?" (Author: Karen J. Bannan Translator: Peng Hongmei)