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

transcript

WANT TO DRIVE MILLENNIAL ENGAGEMENT?

TURN (BACK) TO EMAIL

NICK WORTH | CMO

#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

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 can’t use the

bathroom without checking email

• Millennials check email more frequently

than any other age group

• 98% can’t 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 create

meaningful 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 … what’s 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 What’s the best sleep position

o Parenting today’s 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

Don’t 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

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

TEST TEST TEST

START TO

STUMBLE

YOURSELF