Attract millennials with a few key email marketing tactics.

Millennials pose challenges for holiday emails

A growing number of companies are using their business email lists to target millennials. This group of young consumers and professionals has grabbed media attention, and many businesses are trying to attract what's in their pocketbooks.

Because of millennials' level of tech-savvy – they did grow up with computers and the Internet at their fingertips – firms are constantly needing to evolve how they speak to young professionals through targeted email content and a range of devices to see the biggest benefits from this shopping group come the holiday months.

Recent research from Campaigner outlined the three hurdles email marketers will face with this demographic come November and December, ClickZ reported. These include getting them to open email, ensuring they engage with communications and sharing information via social media networks. So, what can organizations do?

Especially as millennials are unlikely to share discounts, coupons or other email deals on their Facebook pages or Twitter accounts, the study urged businesses to get creative. For example, many members of this age group will be directed to a website and fill up a proverbial shopping cart with items they would like to purchase, but then leave it at the last minute.

"An easy win from first timers is shopping cart abandonment emails," Seamas Egan, corporate sales manager for Campaigner, told Click Z. "They are simple to set up and have an excellent [return on investment]. Also, if you have yet to invest in developing responsive design emails for your marketing campaigns, you should [do it] ASAP."

And don't put this off until the beginning of November. According to Marketing Pilgrim, despite still being weeks out from Halloween, retailers and other organizations are already ramping up their holiday deals, discounts and marketing strategies.

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