Email marketing: How to win the inbox game

According to ancient myth, Gen Zs and Millennials do not read emails. Only Gen X, Boomers and dinosaurs do that. But the reality is that email marketing is as important as ever. Here's how, when and why businesses should use email to engage with customers of every generation.

1. Social media and email have very different purposes in the overall marketing strategy. Email marketing is better for reaching people. Social media is good for long-term engagement and assisted conversions. The best route for most businesses is to use a combination of both.

2. To reach younger generations on email, we need to tailor the experience to them. They’re more tech-savvy and more likely to be using their phones, for example, so we need to optimise it, for mobile. They also don’t like to be asked for too much information. Also key is to make the experience really easy and convenient for them.

3. First impressions are crucial with email. Although it didn’t start as a visual medium, visual elements are key to good performance. Having clear copy and clear CTAs is also important, as well as interesting subject lines.

4. Any personalisation elements you can add are going to slowly but surely improve our results, whether that’s higher click-through rates, open rates or whatever we use to measure the success of an email.

5. As well as open rates and CTRs, it's also important to analyse delivery and subscribe rates, so you can check the health of your database and make sure your audience is right and your communications are right for your audience. It is a mistake to prioritise large audiences over engaged audiences.

Read more about out how email marketing can work for your brand here.

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