Clothing Brands Millennials Love
- lhenriquez1
- Apr 6, 2015
- 3 min read
Another matter that interest millennials is shopping! Generation Y tend to shop from trendy brands that appeal to them. A way for companies to communicate with this generation and also market its products is through email marketing. By sending out daily emails, companies have been able to stay on top of the game and attract a greater number of people to its products. However, there are a few things that a company must focus on when sending out emails to their target market;
Subject Line Matters!
The image above is an example of emails sent by Victoria’s Secret in just a week starting from March 23rd, Monday, to March 29th, Sunday. It is seen that generally the brand prefers sending out two emails per day except for Thursdays and Sundays. Most of the emails are regarding new and unique deals that make you feel like you shouldn’t miss an opportunity. “$6 Panties?! We’re here!” is a subject line of an email, and it makes the recipient feel like it is something that should not be missed. Even though the little text that follows says, “Sexy panties starts tomorrow in stores only!” the subject line does not hint any such thing and most people, especially millennials, make quick decisions whether or not to open an email simply by looking at the subject line. Therefore, not giving away the information right away on the subject line can lead to people opening their emails more frequently.
The company aims to create curiosity in the subject lines of their emails, which is the perfect method to grab the attention of millennials. Generation Y is known for following up-to-date trends and trying to catch up with these trends. Through the constant stimulation created by emails, the need for impulse purchasing increases for millennials as they see these emails as a way of always being on top of the current trends. Victoria’s Secret also send informative emails, but even when they do this, they aim to make it mysterious so that the recipient would open the email. The subject of one email is “The perfect match to our Fabulous bra…” and they aim for the person receiving this email to, again, get curious about what the matching object would be for this bra, as well as creating an impulse to see and follow the new trend.
Creating Content to Attract Customers!
UrbanOutfitters is another brand that millennials love. A subscriber of UrbanOutfitters’ mailing list would get approximately the same amount of emails per week as a subscriber of Victoria’s Secret’s mailing list. UrbanOutfitters is not only successful in creating interesting subject lines, but they are also successful in creating content that specifically attracts their target market. Seen below is a collage of the images from one of the company’s emails. The subject line of this email is “Dressed up & ready for an epic festival season!” and by just looking at the subject line it is seen that the email only targets a certain group of people, mostly consisting of millennials who attend festivals. The tone of the subject line is more casual, and the word “epic” is used to get the attention of a younger generation by trying to use words they do.
When looked at the content of the email, it is seen that the images are very hip. It is obviously made for a group of people who attend festivals. The email provides a link to clothing options, accessories, and community pictures of people in their outfits as well as a link providing information regarding a festival. The content of this email consists of many different aspects about a festival and it provides its customers with a complete experience. The fact that it is not simply about a product but about the whole experience attracts the millennials’ attentions more. Not only they can find cool outfits, but they can also find accessories, see other people wearing UrbanOutfitters clothing and learn about a festival. By making the content of the email more interesting and designing it as an experience enables to company to increase its click thru rates (CTR) as well as its click to open (CTO) rates. By increasing these numbers, the company would get a greater ROI (return on investment) that would lead to greater revenue generated through email marketing.
As seen from the examples, email marketing has many different elements that make it a unique and an important factor for digital marketing. Especially to attract millennials, companies focus on trends, create curiosity and then make sure that their customers have the whole experience of shopping. It is a new and fun way of marketing that can create a great revenue stream if it is done properly.
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