Posts Tagged email

Updated: 7 (not 6) lessons higher education has taught me about marketing for Millenials

There’s been more research done to study Millenials than any other generation of American consumers. I’ve read my share of the studies, but the greatest lessons I’ve learned have been on the job at the Savannah College of Art and Design (SCAD) as senior vice president of marketing and PR.

Here are my top 6 lessons (so far):

1.  Be nimble.  Before I made the move to higher education I co-founded a fashion and lifestyle startup built on the Twitter platform targeting early adopter Millenials. As we were releasing our second product the core of our targeted consumer was still very much in love with Facebook and flat out dissed Twitter. Four or five months later, after I had taken over marketing at SCAD, that all changed very dramatically. Teenagers and young adults started leaving the suddenly parent heavy Facebook for the easier and more mobile friendly Twitter world. These platform shifts will continue to happen so pay attention and organize your teams to be able to react to major media consumption shifts like this.

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2.  Have a point of view.  Perhaps this is part of my personal opinion mixed in with the lessons this job has taught me but as the research has suggested Millenials have a more global view of social, political and financial issues than generations that preceded them as teenagers and young adults. More than anything they have a point of view about issues small and large that my generation simply didn’t start thinking about until much later in life. Trying to get your brand’s point of view in agreement with that of this generation would be a mistake. However, appearing to be neutral is a bigger mistake. It shows your company has no conviction and hints that perhaps your organization hasn’t bothered to give it any thought — which makes you neutral. In this very noisy, always on world neutral is invisible.

3.  Account for family influencers.  Remember that these are young adults who still rely on parents and other family members to make big decisions. This is especially true for making decisions about big-ticket items like college. The consideration to go to college runs very broadly into familial networks (i.e. legacy, heritage and location) but very specifically to mom. The lesson for college and non-college marketers alike is that when targeting Millenials you must address the conversation they will be having with parents and others in the family. Build a relationship with that influencer through the medium or channel of their choice – which will not be the same channel. See my note about Twitter and Facebook above.

4.  Test your message.  Millenials are nothing if not professional multi-taskers especially when it comes to media consumption. Gaming. Social media. Music. YouTube. Text messages. Chats. Email. All are used on multiple devices at a pace that makes us old farts rather dizzy. If your message is not on target immediately it is ignored. Unlike my generation (who disdained advertising and marketing as a rule) Millenials actually like to interact with great marketing but your message and content has to be framed within a worldview they already have. This is true for every consumer, but more so for the generation who has grown up with the unsubscribe button at their fingertips right out of the womb.

5.  Email is not dead.  Coming into my position at SCAD, I thought that email was irrelevant to our targeted consumer compared to search engine marketing, social media and PR. I was as wrong as acid wash jeans outside of a truck stop. Email can play a critical role in your communications strategy and media mix, but it has to be integrated with other content on social and the web. In my opinion, email to Millenials is something you introduce well after they’ve started to engage with your brand. It cannot stand on its own and less is definitely more. For people over 40 spam is annoying but tolerated. To Millenials SPAM is the devil burning Styrofoam cups on their iPhone. A few months ago, my team launched an email campaign (tied to other content) to an already used list of teenagers and we increased click through rates 383% and click to open rates by 502% from one campaign to the next — using the same list. We were very selective about the messaging, creative and time of delivery. It can be done. (See the before and after.)

6.  Print publications are (almost) dead.  I am writing this in a hip coffee shop where I am easily the oldest customer; and I just did a lap around the room. Not a single Millenial has the print edition of the Wall Street Journal or New York Times (or any print publication for that matter) open. As a 46-year-old who started my career in a New York PR agency, I love the feel of the New York Times in my hands. It makes me feel like a better person just clutching it let alone acting like I’m reading it in public. But I’m not my target audience, they are. So when it comes to launching an integrated PR/marketing campaign for Millenials save that earned print media push for their parents.

7.  Understand a 15 year old’s motivations.  Sophomores and juniors aspire to a lifestyle supported by a career and the money that comes with it. Your college is a way to get there, not a destination. Remember that when you’re drafting an email or copy for your web site — they don’t care about what it’s like to get there, they want to know what you can do to help them achieve their career goals. And despite the outcry and media headlines, money is no object. Families are more than willing to foot the bill to get their posterity on a career path.

Other stuff to read.  Other than this brilliant post, if you’re going to do some reading about marketing for Millenials pick up “Chasing Youth Culture and Getting it Right” by Tina Wells. It is far more than a primer on the subject but really expounds on the many issues identified above and in more white paper like research about this generation of consumers. I pick it up and re-read chapters just as I do with “The Tipping Point” or “Positioning” before I build a campaign.

– Jose Mallabo

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E-Mail Commerce: An Old School Beast

Look at this.

Source: Forrester

Not only is e-commerce growing – projected to hit almost $300 billion by 2015 – it is growing as a percentage of overall retail.

How? The easy and obvious answer is that people are finding shopping online easier and more convenient than going to the store.

The same analyst firm that projected this growth also did a study recently (with my current employer GSI Commerce) looking at holiday 2010 shopping data from 15 online retailers representing about $1 billion in gross merchandise sales.

One of the primary takeaways is that email and search remain the most influential channel to moving shoppers from browsing to buying.  Yes, you read that right – old school e-mail can still bring it.

Source: Forrester

That inflamed a huge tidal wave of boos from the Mashable and social media faithful (I consider myself both) – but when you really dig into the numbers, study and where we are as a social media using country it really makes sense.  Think about it.  Most people who are the breadwinners and decision makers on discretionary spending in the U.S. have been on e-mail for 15 to 20 years.   The early adopters of that group mayyyybe have been on social media networks for a 2-3 years.   When you factor in the difference in dynamics between these two mediums it really makes a lot of common sense why email is still more powerful in e-commerce than social.

E-mail is very private.  It’s a true 1:1 medium that we’ve been conditioned for most of our adult lives to keep to ourselves and guard with legal disclaimers like “this transmission is meant solely for the recipient and is confidential” blah, blah, blah.  Email has spent the greater part of the last generation becoming the closest thing to our digital identity or our virtual Social Security Number.  So, if a retailer can get to me there – odds are I’m primed to buy from them.

Social networks on the other hand are very public.  Every major social network’s product settings are defaulted to share everything you do on the network.  Most people rarely ever switch those settings to something other than that.  So, while finding and sharing good deals on underwear, vacations and massages is great fun.  It doesn’t seem likely that people like my father or middle aged buddies would show the world they’re buying these things.

This is my semi-professional opinion.  I live in e-commerce and make a living as a social media guy.  But kick my tires.  Walk across the building in your office and show a total stranger your Facebook wall.  Then hand the him your BlackBerry or iPhone and ask him to thumb through your email.

It’s this sense of intimacy with our emails that explains why Groupon and LivingSocial are growing so fast while true social networks like Facebook and Twitter are still finding their legs in e-commerce.  I get into cold sweat at just the idea of even my mother reading my emails.  Groupon and LivingSocial aren’t so much social commerce companies but at their core are email marketing geniuses that buy and sell local deals with the leverage of their members (that’s the social part) to push down prices for the individual consumer.

E-mail commerce.  Maybe it’s not a popular headline, but email still works and will likely remain a big part of that $300 billion market.  It’s no wonder why all favorite social networking sites update me on new features, product news and privacy updates on my email.  I still read them.

– Jose Mallabo

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