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  • Blog
    • 2019
      • 01
        • Market Opportunity Assessment: Why You Need One & 5 Key Steps
        • Enrollment Management: Navigating Disruption to Achieve Success
      • 02
      • 03
        • 49% of retailers name in-store mobile experience a top priority
        • 2019 Digital Marketing Trends & Gen Z
      • 04
        • Enrollment Management: Shifting Demographics & Shrinking Population
        • Smart College Recruitment Targets Wisely Using Segmentation
      • 05
        • Email Marketing Tips
    • 2018
      • 01
        • The hidden cost of selling direct – the returns game
        • 2018 Lead Generation & Recruitment Predictions & Tips
        • How's your marketing?
        • The Offer - How To Make One They Can't Refuse
        • Successful Product Development
        • How Direct Makes Digital Better
        • Questions That You Need To Answer
        • Do You Know What Your Competition Is Doing?
      • 02
        • The Marketing Planning Process...Doing It Right!
        • Managing The Sales Pipeline
      • 03
        • Being Prepared for Change (Why You Need Market Intelligence to Drive Revenue Growth)
        • Competitor Update: Coursera Coming to Eat Your Lunch
        • Discussion: Why Should Your Institution Exist in the 21st Century?
        • Discussion: Should Your College Exist in the 21st Century?
        • Welcome Back: Former Students, Graduates
        • Adult Students: Thoughts on the Chronicle's Report
      • 04
        • Avalanche of Dreck...Are you part of the problem?
        • Profile of the Average Online Student
        • You Can't Make It Up In Volume
      • 05
        • Simple Guide to Creating Profitable Personas
        • Amazon Losing Billions - You Should Be Scared
        • Comment: Why Most CMOs are Failing
        • Marketing Personalization...Most of It Isn't
        • Amazon's "Try Before You Buy"
        • Are Shoppers Really That Resistant to Self-Checkout?
        • B.A.N.T. May Be Old, But It Still Works
        • All The Martech In The World Won't Make You a Marketer
        • 9 Tips For Writing Effective PPC Ads
        • Blogging: 5 Reasons Why & 5 Tips for Success
        • The 4 Step Welcome Email Series
      • 06
        • The Lead Management Game - Winning Or Losing?
        • Part 1: Podcasts Should You Start Your Own Podcast?
        • Part 1: Blogs: Should You Start A Blog?
        • 8 Simple Ways to Increase Enrollments
      • 07
        • PART 2: Podcasts: Develop Your Plan
        • Should You Buy or Generate Your Own Leads?
        • How to Overcome the 3 Reasons Most Miss Their Enrollment Goals
      • 08
        • Contact Strategy: People Buy From People
        • 2 Commonly Overlooked Causes for Enrollment Shortfalls - And How to Fix Them
        • Designing and Writing Effective Direct Mail Packages
      • 09
      • 10
      • 11
        • Developing Your Content Marketing Strategy
        • How Content Marketing Can Increase Enrollments, Retention
    • 2017
      • 01
        • Influencer Marketing: More Confusion Over Simple Concept
        • 10+ Reasons Why Most College Marketing/Enrollment Plans Fail & How to Avoid Them
        • Marketing Planning 101 - Are You?
        • Are CMOs' Jobs in Jeopardy?
        • Lead Flow Planning - Getting It Right
        • Omni Channel or Not? Retail Survival or Not?
      • 02
        • Announcing Our New Enhanced On-Demand Services for Adult, Graduate and Continuing Education Programs
        • Tips for Great Direct Response Radio
        • Email Design Tips
        • Data-Driven Marketing...It's As Old As Index Cards, And Then Some...
        • Why They ain’t buying what you’re sellin’
      • 03
        • New Degree Programs: What You Must Learn from Google, Amazon and Apple
        • Student Recruitment & Retention Goes to the Movies
        • Just Outsource It!
      • 04
        • Why You’re Not Answering Their Questions
        • Adult Students: Are You Serious or Just Screwing Around?
        • Is Your Brand Safe?
        • Ask Questions
        • Event Marketing for Adult Enrollments
        • Retail is Not Dead!
        • Pros & Cons of In House Agency
        • Is Affiliate Marketing for Your Business?
        • Webinar: 7 Proven Techniques for Increasing Adult Student Enrollments
        • False Victories
      • 05
        • Bring Programmatic Adv In House? Yes? No?
        • Call Attribution Tech - Do you need it?
        • Are you losing sales people?
        • Webinar: Adult Student Retention
        • Is ‘eMail Blindness’ Killing Your Business?
      • 06
        • Direct Mail Tips for More Effective Student Recruitment
        • Marketers Wake Up...Get Those Phone #s
        • The Secret to Successfully Providing Life-long Learning
        • Higher Ed Marketing Podcast 3: Web Forms
        • Higher Ed Marketing Podcast 4: Thank you page
      • 07
        • 2 Secrets to Achieving Adult Enrollment Goals
        • Social Worship
        • The Amazon Effect...Are You Ready?
        • Old Ways Don't Open New Doors
      • 08
        • Early Results: Adult Student Recruitment Effectiveness Part I of II
        • Early Results: Adult Student Recruitment Effectiveness Part II of II
        • Webinar: Competitive Intelligence 101
        • How to Say the Right Thing so More Adults Enroll
        • Clear Communications, not Content Marketing, is Key to Achieving Adult Enrollment Goals
      • 09
        • Are You Listening Carefully? Asking the Right Questions?
        • Missing Unrealistic Goals
      • 10
        • What Are You Putting Into Your Sales Pipeline
        • Competitive Intelligence - What is it? Why do you need it?
      • 11
        • Yes, You Do Have the Budget
      • 12
        • Enrollment Opportunity: Under-served Segments
        • Why Colleges Are Failing to Achieve Adult Enrollment Goals
    • 2016
      • 01
        • Direct Marketing Planning
        • How Many Leads Do Our Sales Executives Need?
        • The Drones Are Coming!
        • New Study Identifies Opportunities to Improve Student Recruitment
        • Outbound Telemarketing Missing Opportunities As Part of College Student Recruitment
        • Student Retention Tips for 2016
        • Advantages of Direct Marketing
        • 6 Tips to Improve Your College's Content Marketing Performance
      • 02
        • Lead Flow Planning - Getting It Right
        • Are You Sitting Around Waiting for Business?
        • Get More Our of Your CRM Investment
        • Tips for Building Affordable, Effective Marketing Research Program
        • Smart College Recruitment Targets Wisely Using Segmentation
      • 03
        • Marketer's Toolkit Goes Mobile
        • A/B Testing: Some Important Rules to Follow
        • Targeting is Not Rocket Science
        • Snap Chat for Student Recruitment
        • Colleges Must Lead the Way in Marketing to Millennials
        • How Many Leads Do You Need?
        • Do You Know What a "Lead" Is?
        • Do You Know How Many Sales Leads You Need? Find Out With...
        • Content Marketing: It's a Mess
      • 04
        • What Is The Best Marketing Channel?
        • Do You Need a Marketing Plan?
        • Data Analytics Improve Enrollment Performance
        • Why Facilitated Strategic Planning Workshops are Most Effective for Your College...
        • Common Social Media Challenges and Solutions
        • 8 1/2 Common Errors in the Student Recruitment Process
      • 05
        • Differentiation - Colleges Need to Be Uniquely Valuable
        • Non-Traditional Students: Tips to Attract & Retain
        • Market Planning Process
        • Market Analysis - Identify Your Target Markets
        • Catalog Business Plan
        • 10 Common Digital Marketing Mistakes & Solutions
        • Tips for Recruiting Millennials to Your College
        • How to Lower New Student Acquisition Costs
      • 06
        • Your Website Needs Help
        • Better Adwords Performance ASAP
        • Higher Education Marketing Assessment Tool: A Demo
        • Join Marketing Connection Today
        • Marketers Are Focused On the Wrong Things
        • Marketing...It's About the Numbers
        • Colleges Without Market Research: Penny-Wise, Pound Foolish
        • Top Benefits You Enjoy From a Mystery Shopper Audit
      • 07
        • The Future of Content Marketing
        • Pokemon Go: Student Recruitment & Retention?
        • Whatever the Channel: Marketing Success Depends on 5 Factors
        • When Your Customers Aren't Your Customers - Social Media Pitfalls
        • Content Marketing Success
        • Why You Can't Afford to Pass on a Retention Audit
      • 08
        • Your Trouble With Adwords
        • You Can't Recruit & Retain if You Don't Know Your Audience
        • Facebook Live for Student Recruitment
        • How to Make Significant Improvements to Student Recruitment Results
      • 09
        • Why Facilitated Strategic Planning Workshops are Most Effective for Your College...
        • Video Marketing: Tips for Greater Success
        • The Details Are in the Plans
        • Digital Metrics: How Much is Real & How Much is Bullshit?
        • Video Content Marketing: Tips for Greater Success
      • 10
        • How You Can Enroll More Non-Traditional Students
        • Your Email Metrics Are Wrong
        • Too Much Content Too Much Waste
        • How Asking the Right Questions Can Increase Enrollments
        • Content Marketing for Higher Education Recruitment and Retention
      • 11
        • 5 Ways to Increase Graduate School Enrollments by Leveraging Data
        • Big Data, Predictive Analytics & Marketing Research Strike Out in Election 2016
      • 12
    • 2015
      • 11
        • Black Friday - Cyber Monday - Trends
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Email Marketing Tips

May 10, 2019

Email Marketing Gen Z cropped.png

According to Campaign Monitor, 58% of Gen Z checks their email multiple times per day, and another 23% check their email at least once-per-day.  And, according to the same report, approximately 32% of Gen Z prefers that brands email them “a couple of times per week.”  Source

What works for Millennials may not work for Generation Z – especially when it comes to email marketing.  So, here are some best practices and tips to help you improve your email marketing performance targeting Generation Z.

Segmentation.

Not all members of Generation Z are the same, so don’t try to create the perfect ‘one size fits all’ email campaign.

Like all promotional efforts, your email needs to deliver the right message to the right person at the right time so segmenting your email list so that [ex] those interested in Product A receive emails addressing Product A rather than “…we offer more than 100 products and services…” is crucial.

Yes, this means more emails being created but your audience is going to respond to relevant information and offers – Generation Z doesn’t want to ‘hunt for what’s relevant for me’, they want clear and concise information that is relevant to their wants, needs, expectations and perceptions.

Oh, and as I mention below…you have about 8-seconds to make that happen so segmentation is critical for your success.

Copywriting Tone: Genuine, Honest, Focus on Value & Hold the Hardcore Sales Pitch

Generation Z doesn’t want to be sold to, but they do value genuine, to-the-point copy that focuses on value and relevant unique benefits.

With other generations, “Act Now and Save” is effective – but with Generation Z, it’s best to focus on the reasons your product or service offer them unique value.  This may result in longer nurturing efforts/sales cycles, but

Messaging: Explain Your Value to the Person & world

Generation Z wants to understand the value you offer them, and the world. 

How does your product/service help the person reading your email as well as the world?  How does your company give back to society and make things better?

For examples of businesses that do this well – check out Warby Parker, TOMS

Messaging: Realistic

This ties in with the earlier comment about your tone being genuine, honest and focused on value – because you want messaging that is realistically presenting the value of your organization, products and services.

A short story/example.  I teach undergraduate marketing, so my students are primarily Generation Z.  One section of the course addresses consumer behavior and includes a short video about Millennials being driven by ‘changing the world rather than making money.’

The students couldn’t contain their disbelief over the over-the-top presentation of the concept. 

As one student put it, “It’s nice that the micro-brewery in Toronto uses locally sourced organic hops and barley but it’s not going to be the sole cause for halting global warming – so stop being pompous and be a little more realistic.”

Design: Mobile Convenience vs. Desktop

You might be designing your emails on a desktop, but Generation Z is reading them on their mobile devices so design for their mobile device.

Also remember that this impacts your landing pages so keep any forms short, and make sure everything looks great on mobile devices.

Design: Short, Clear, Concise, Focused

Generation Z has short attention spans – so you have about 8 seconds to clearly communicate the value to them, whereas you had 12 seconds with Millennials.

Automation & Journey Mapping

As mentioned earlier, Generation Z wants to make informed decisions.  And they want the information when they want it – not when your production schedule allows ‘…the next email to be written and sent…’

You will most likely have an email newsletter that is sent on a regular schedule, as well as one-off campaigns that are appropriate for everyone – but automated email campaigns send the right information to the right person based on their action or inaction which helps you save time while ensuring the right information does reach the right person at the right time.

In the past, the assigned salesperson might be reacting to each individual prospect assigned to them.  This type of manual process led to two typical outcomes.  The first outcome was a poorly written email linked to the wrong information resulting in a disillusioned prospective customer.  The second outcome was nothing sent because the salesperson felt other tasks were more important.

With automation, you can send an email to a prospective customer and set up automated emails based on their own action or inaction, referred to as ‘triggers’.

Journey mapping is the process of identifying those triggers and determining what happens because of [ex] their failure to open the earlier email or opening the email and clicking on a link within the email.

You can limit this to emails, or you can incorporate other communication channels into the journey.  For example, in the image below, the initial trigger is “Trade Show”.  This means a person visited your booth at a trade show…and moving to the right, all visitors receive a “Thank you” email.

Next, if the Thank you email is clicked, they receive one email, and if the Thank you email wasn’t clicked, they receive a different email.  This automated process continues through “newsletter subscription” and “notify salesperson” – or ‘remove from email list’.

journey mapping.PNG

 

One word of caution – Keep It Simple, Please.

There is a tendency to try to make incredibly complex automation processes.  Don’t let that happen to you. 

Also, test the automation prior to launching with your audience because seldom do they come out of the design phase working in perfect order.  There is typically some step in the process that is overlooked, causing the automation process to stop which means your audience is not being nurtured.

Test. Test Again. Test Some More. Always Test.

In addition to testing the automation process prior to launch, and periodically during use to ensure it still works properly, you should always be testing subject lines, email design, format, messaging, offers, timing/frequency and more. 

And by “and more” I mean landing pages, content, responses via other channels like direct mail, telephone, etc.

Research.

Create focus groups, ask questions and listen.  Generation Z will give you some incredible insights if you invest some time, effort and energy into asking and listening.

Generation Z is your today and tomorrow, and they have their own unique set of behaviors, wants, needs, expectations and perceptions.  Do what works for them rather than trying to continue with what worked for a very different audience, Millennials. 

These are interesting and exciting times.

 



Tags: Email Marketing, Gen Z, Generation Z
Category: Email Marketing

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Patrick McGraw is VP of Higher Educaton Marketing Services and has more than 25 years experience in market research, competitive intelligence, business intelligence including database marketing and CRM, strategic planning, brand development and management as well as operations/campaign management. His work has consistently helped his clients and employers develop and implement more efficient ways to attract and retain profitable customers, enter new markets and launch new products. His areas of focus include the education, hospitality, travel and tourism, hi-tech, telecommunications, financial services, and retail industries on both the agency and customer sides.


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Posted by wrbullard on May 16th, 2019
Excellent piece, Pat, blending useful insights about a generation that's still lesser-known than millennials with helpful hints on messaging, automation, and mobile focus.
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