Email Marketing in the Age of TikTok: Do Gen Z Even Open Emails?

"Compared to previous ones like Millennials and Baby Boomers, Generation Z stands out as a unique audience with distinct communication preferences shaped by their digital upbringing. For many of these digital natives, email serves indispensable purposes such as: Job applications and professional networking, which require a level of formality not typically found on platforms like TikTok. Academic responsibilities. Official notifications, recognizing it as a vital conduit for essential information."

"Gen Z primarily accesses email on their phones, making mobile optimization crucial for brands aiming to reach this audience effectively. Moreover, for Generation Z, email is considered a personal channel for important communications, offering a sense of trust and ownership that differs from social media. Gen Z views email as a necessary platform for receiving offers and promotions from brands they follow on the internet. They regularly engage with email for these purposes, highlighting its continued relevance in their daily lives."

Generation Z uses email as a formal and essential channel for job applications, professional networking, academic duties, and official notifications. The cohort primarily accesses email on smartphones, making mobile optimization vital for engagement. Email provides a personal, trusted space distinct from social media for receiving brand offers and promotional content. Effective campaigns for Gen Z combine mobile-first design, visual appeal, personalization, and thoughtful timing and frequency. Authenticity and transparency in messaging foster trust and long-term loyalty. Prioritizing these elements increases open rates, engagement, and conversion among Gen Z consumers.

Read at VerticalResponse