Do teenagers still use email? It's a question that's fascinated researchers for a couple of years now. On the one hand, email use among teenagers has decreased significantly, a trend that started at the beginning of the decade as teens began shifting to social networks and texting for their digital communication needs. On the other hand, 95% of teenagers who follow a brand on Facebook or Twitter are also part of its email list, suggesting that they have not completely forgotten about the value of email. But how do you reach them? By following these five Email Marketing Tips For Effectively Communicating With Teens.
1) Segment, Segment, Segment
The first tip begins before we even get into the actual email, with your email list. The general rule of email marketing (and all marketing) applies here: the more relevant your message is to your target audience, the more likely they are to take action. That means rather than sending out an email to all teenagers on TeenLife, segment your list to match up your program with their interests, activities and hobbies. It'll do wonders for your open and click-through rate.
2) Add an Exciting Subject
No matter how good your email is, it won't matter if nobody actually opens it. Open rates are often influenced by three factors: personalization, an exciting subject, and expectations based on previous knowledge. The first one can be easily accomplished by sending the email from a personal account rather than a company account (such as firstname.lastname@example.org). The last is entirely dependent on your previous engagements with the reader, so let's focus on the second one: the subject.
Believe it or not, you should spend about 50% of your writing time just on the subject line; it's that important. Keeping it short (a rule of thumb is 50 characters) is crucial, as most email clients cut out the rest of the subject anyway. The subject should also be as relevant as possible, letting teens know exactly what to expect. Finally, research has shown that specific words, such as "free" and "video" significantly boost open rates; you can find a study on the subject here.
3) Keep Your Message Short
Attention spans on the internet are famously short - and that's even more true for teenagers. Our average attention span is now 8 seconds, which means you have to get to the point and draw attention to your call to action as quickly as possible. Rather than use a few paragraphs to introduce your programs, use just a couple of sentences or bullet points to highlight the most important parts, then send them online for more info if they're interested.
4) Make it Visual
An important part of keeping your audience interested is, naturally, by making the email interesting. Relevant pictures of past programs, preferable with relatable people (i.e. teenage participants) in a good mood, along with a neat design can make all the difference in your audience following through and boosting your click-through rate.
5) Make it Shareable
Finally, remember how teenagers are switching to social media for their communication needs? This is your chance to take advantage of that movement. Adding 'Share' buttons for the major social networks allows your audience to let their friends know about the program you're promoting, opening up an entirely new audience of potential registrants. 'Share' buttons usually count toward your click-through rate, and while users clicking on them do not go to your programpage, they can contribute significantly to making your email campaign a success.