Want to Drive Millenial Engagement? Turn (Back) to Email _Nick Worth

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  • WANT TO DRIVE MILLENNIAL ENGAGEMENT?

    TURN (BACK) TO EMAIL

    NICK WORTH | CMO

  • #CONSUMERFIRST16

  • #CONSUMERFIRST16

  • YET CEREAL SALES ARE DECLINING

  • #CONSUMERFIRST16

  • WHILE FOOD BAR SALES SOAR

  • Age 18 35

    40% have children

    College students, workforce, parents

    The largest block of spending power on the

    planet over $3 trillion

    MILLENNIALS

    FAST FACTS

  • 45%of millennials stare at phones

    4 hours per weekday

    64%sleep with their mobile

    in the bed or by the bed

  • MILLENNIAL HARD TRUTHS

    Convenience Value Relevance

  • BREAKFAST CEREAL SALES DECLINING

    CONVENIENCE

  • GROUND COFFEE RISING

  • First Digital Generation

    Expect high-quality digital

    engagement from brands

    Always-on

    Seamless cross-device

    experience

    Immediate response

    Fully personalized

    Low-effort interface

    KEY FACTS ABOUT

    MILLENNIALS

  • VALUE

  • Came of Age in Tough

    Economic Times

    Value-Oriented Brand Skeptics

    Lower income, more debt

    Place less premium on brands

    Renters, not buyers

    KEY FACTS ABOUT

    MILLENNIALS

  • MILLENNIALS HAVE LESS SPENDING

    POWER THAN OLDER GENERATIONS

  • RELEVANCE

  • KEY FACTS ABOUT MILLENNIALS

    See Themselves as Individuals, Not a Generation

    Expect brands to truly know them not as a Millennial but as an individual

    with specific interests

    Highly social and sharing-oriented

    Reject identification as a generation

    Expect brands to act on data they have

    Want better experience in return

  • BUT DO THEY

    STILL READ

    EMAIL?

  • Nearly 50% of millennials cant use the

    bathroom without checking email

    Millennials check email more frequently

    than any other age group

    98% cant go more than 3 hours without

    checking personal email while at work

    52% prefer to email family members rather

    than call them

  • EMAIL INFLUENCES

    COMMERCE

    73% of Millennials said they prefer to receive

    communication from a business via email

    59%say they use email as an influencer to buy

    things

    $39Email has the highest ROI of any channel -

    $39 earned for every $1 spent

  • EMAIL ON MOBILE

    PHONES IS THE

    MOST PREFERRED

    DIGITAL

    COMMUNICATION

    METHOD

    FOR MILLENIALS

  • MESSAGING TO THE MILLENNIAL

    Expects immediate responses that are real-time

    and mobile optimized

    HYPER-

    CONNECTED

    DATA AWARE Assume brands will leverage their data to createmeaningful experiences

    DISTRACTED Expects concise content, effortless experiences,on demand

    PURPOSEFUL Socially conscious, have serious concerns,want to be informed

  • CURRENT AVERAGE HUMAN ATTENTION SPAN

  • LESS THAN GOLDFISH

  • ENTER:

    Continuous Partial

    Attention (CPA)

  • Mobile is a must

    Timing is everything

    Pictures are worth a thousand words

    Less is More

    MESSAGING TO THE MILLENNIAL

  • #CONSUMERFIRST16

  • STUMBLEUPON

  • Content discovery platform born in 2001

    70% of the audience are millennials

    Every month:

    250,000 new users are added

    Each reads an average of 3.5 hours of

    content (875,000 hours)

    Over half a billion recommendations are

    served

  • Mobile app and desktop web

    Over 150 trillion webpages indexed

    To serve you whats right for you

  • Select Stumble Read Rate

  • We realized people were using email as a

    landing page, and they only wanted to know the

    most important five things for that day.-- Annie Gherini, Director of Marketing, StumbleUpon

    Developed personalized,curated bi-weekly emails

    60% open rate and 10% click-through rate

    50% were accessed via mobile

  • More total

    time stumbling

    We thought the average session length had

    decreased over the last few years, but we

    discovered they logged on more frequently, and

    in aggregate spent more time per day just

    broken up.

    Focused on smaller pieces of content

    Shorter video segments

    Snackable StumbleUpon moments

  • Content needs to work for the millennial which

    means scientific studies, useful information for

    their lives, connecting to them through a

    personality.

    Topics examples

    o How does your brain react to beer

    o Whats the best sleep position

    o Parenting todays kids

    o Healthy fast meals

    Buy authenticity from influencers, lean on the

    experts who will resonate

  • STUMBLEUPON LEARNINGS:

    DESIGN FOR THE SIX INCH SCREEN

    Mobile First

    Dont focus on desktop as the origin, optimize

    all creative with that 6 inch screen as the

    starting point

    Functional

    Narrow content presentation, large buttons, easy

    scroll

    Video Quality

    Short snippets with lower production quality to

    ensure quick play think Snapchat or Vine rather

    than YouTube

  • ConciseShort, clear content bits designed to get information across in minutes

    Visual

    Use images, video, graphs and charts to get your point

    across

    Interesting

    Make a smorgasbord of topics. Change it up

    frequently and provide a broad menu of topics to

    ensure you are capturing the attention of the

    millennial in that moment

    STUMBLEUPON LEARNINGS:

    SNACKS NOT MEALS

  • Time of day

    Most important test to ensure you are reaching them at

    opportune moments for them around their busy lives

    Audio/Video

    Use it liberally but test both quality, length, and context

    Message

    Find the message for your millennial audience, test

    content categories to identify the main messages

    that resonate

    STUMBLEUPON LEARNINGS:

    TEST TEST TEST

  • START TO

    STUMBLE

    YOURSELF