4 Compelling Ways to Make Your Newsletters Appeal to Gen Z
The oldest gen Zers will turn 25 years old in 2022. That's old enough to be starting their adult lives: buying cars, grocery shopping for themselves, and deciding where to get their news and entertainment. Email is already an important channel for gen Z. In a recent study by CM Group, 23 percent of gen Z obtains news and information from newsletters, the same as millennials.
And as gen Zers get jobs and start their careers, email will play an increasing role in their lives. In the study, 33 percent say they prefer to communicate via email with work colleagues and customers, which is in line with older generations.
Many brands large and small have found that newsletters are a cost-effective way to create personalized experiences for their customers and prospects, but what about gen Z? They don't behave the same as their millennial predecessors. This young generation is less impressed by technology, less dazzled by what they see and read online, and more focused on personal success than millennials.
When it comes to brands, gen Z expects transparency and authenticity, which means that brands may need to readjust their approach to newsletters to better appeal to this emerging audience.
Here are four compelling approaches to make your newsletter more appealing to gen Z:
Personalize the entire experience. Gen Z newsletter subscribers are a savvy bunch. They are more willing than older generations to share information to get more relevant offers, and 60 percent prefer offers that are tailored to their lifestyle. At the same time, this group is the most likely to say that they will avoid ads at all costs.
This means that the surest way to engage gen Z is to make what hits their inbox as relevant as possible. Email is an opportunity to collect more personal information, but to do so with a transparent purpose, providing more relevant information over time.
The journey can start with a strong onboarding series that gives new subscribers choices and chances to share input right from the beginning. Some people may opt out of promotions, but want content-focused newsletters, for example.
Being upfront about why data is being collected and then using it to personalize the newsletter experience is a great way to build trust with gen Z subscribers. For example, build a preference center with options that align closely with the ways you plan to segment lists and then during signup or in the welcome series, and explain to the audience how submitting that info will improve their experience. When asking for personal information, preferences or opinions, make sure it's clear which sections of their experience change based on their selections.
Also, make sure the email offers the ability to make changes to preferences. Don't hide the unsubscribe link at the bottom. Instead, make subscribers feel like they're in the driver's seat and create an engaging design that invites active participation.
Leave it to the (un-)professionals. Another big brand attribute that matters to gen Z is authenticity. Creating an authentic voice using mega-famous sponsors or the CEO of the company can be tough. Sometimes, highlighting the everyday employee or a regular happy customer does the job much better.
Fenty Beauty, for instance, has done a fantastic job delivering relatable marketing for their audience of people with a wide range of skin tones. They favor realistic imagery and marketing over glossy, overly touched-up shots.
Smaller organizations can lean into this approach too. For example, a restaurant chain can highlight the recipes that the team cooks for staff meals. A fitness brand can give the camera to their trainers to showcase their own at-home morning routines with a video. These stories can offer a multi-media approach to newsletters that keeps things interesting and authentic.
Gamify it. About 81 percent of gen Z plays games, from mobile apps to Xbox, and they are very comfortable with the logic and rules that go along with games. Not only that, according to our research, they don't mind advertising experiences they encounter in their games. Watching a video to unlock points or a new level isn't considered a nuisance. In fact, it's one of the few forms of advertising that they don't mind.
Use the same gaming concepts in emails. Create an email series or a referral program that encourages interaction with small rewards, such as discounts or free content. Use dynamic elements to create interactive scratch-off tickets that link to a website where they can claim a reward. These elements don't have to be complicated, just fun to use.
Moreover, business & entertainment newsletter TheFutureParty has created an engaging referral program to drive subscriptions. They promise "swag" to readers who get friends and family to sign up and use gamified elements where subscribers can unlock access to special offers, content, and forums.
In a recent newsletter, Workweek's Perpetual Newsletter by Adam Ryan gated an image that could only be unlocked by making a referral. Many gen Z subscribers will also share a referral code on social media channels, which could lead to multiple referrals.
Create store tie-ins. A typical gen Z adult has grown up with smartphones and laptops. While these technologies are always within reach, they don't always take priority. In fact, many Gen Z shoppers prefer to go to the store, and enjoy in-person experiences.
Rather than lean into "virtual everything," keep those in-person opportunities at the forefront of marketing messages. Provide imagery to entice gen Z to come visit. Create special promotions that drive gen Z to events or other happenings. Make sure that their past visits inform marketing promotions when possible, too. For example, personalize content based on what they bought.
Gen Z is just aging into adulthood, but they already have made a big impression with their unique differences compared to older generations. They're savvy about marketing and expect relevant, useful experiences. Start testing different approaches now, while they're just emerging into their primary purchasing years.
The views and opinions expressed are solely those of the contributor and do not necessarily reflect the official position of the ANA or imply endorsement from the ANA.
Adam Cohen is the director of marketing at Campaign Monitor.