Holiday Mobile E-mail: Don't Miss Millennials

Courting millennials will be pivotal to the success of many mobile e-mail campaigns this holiday season, according to a ClickZ story on research by Campaigner, an e-mail marketing provider. With eMarketer projecting U.S. holiday e-commerce to reach $61.8 billion this year, up 15% from last year, and mobile transactions expected to hit 16% of the total, mobile messaging is clearly crucial to holiday marketing--and millennials are a key component of mobile shoppers. The survey by Campaigner found a whopping 67% of the millennials, aged 18 to 34, use e-mail on their mobile devices. Of those, 10% have made transactions directly from mobile e-mail, which is more than any other age group. Yet catching the attention of millennials will not be easy, the Campaigner survey also shows. The space is competitive: 48% said marketing messages make up over half their e-mail. And the millennial targets are hard to engage: Half of those surveyed said they aren't sure about the impact of holiday marketing e-mails, and one in four said they ignore holiday marketing e-mail. The three major challenges this holiday season, Campaigner advises, will be to persuade millennials to open e-mails, to then engage them, and finally to get them to share via social media, which two-thirds said they are reluctant to do. Investing in mobile-optimized e-mail design is an obvious first step. Ease the open and engagement challenges by e-mailing those who've already shown interest: abandoned cart shoppers. Better make the content engaging while you're at it: 25% of survey respondents said they are irritated by irrelevant content. And check out your competition before launching; since you'll be elbowing each other in the tight mobile space, make sure you stand out. See the ClickZ article: http://www.clickz.com/clickz/news/2298008/tips-for-targeting-millennials-with-mobile-email-marketing-for-the-holidays