Many retailers are predicting that the millennial generation will play a huge role this holiday season. That means tapping into the millennial market with mobile email marketing should be the goal. Purchases through mobile devices are expected to account for over 16% of $61.8 billion dollars in ecommerce for this holiday season alone.
Campaigner's recent survey of over 1,200 US respondents ranging in age from 18 to 34 reveals that 67 percent of millennials use email on their mobile phone. Of those, 10 percent have made transactions directly from a mobile marketing email, which is more than in any other age group.
The challenge will be turning these millennials into loyal customers by standing out from competitors. The biggest issue when email marketing is sending out irrelevant emails that may get you sent to spam. Other major challenges this holiday as predicted by Campaigner are:
- Persuading millennials to open emails,
- engagement with emails,
- and social sharing of the deals via social media.
Analyzing your competition can give you a better idea of what works and what the holiday trends are. By providing high quality and interesting content you should be able to increase conversions.
Here are a few more tips from Seamas Egan, Campaigners corporate sales manager:
“An easy win from first timers is shopping cart abandonment emails. They are simple to setup and have an excellent ROI,” Egan says. “Also, if you have yet to invest in developing responsive design emails for your marketing campaigns, you should [do it] ASAP.”
Meanwhile, Egan suggests that markers should deliver easily digestible content on mobile devices. “If not, you should expect your interaction rate to drop and your sales from your marketing efforts to follow,” Egan tells ClickZ. “Keeping pace with these ‘mobile millennials' should be a priority, as their influence and shopping spend only increases year-over-year.”
What advice can you share about creating mobile email marketing campaigns that work during the holidays?