5 Tips to Engage Gen Z With Email Marketing

If you think Gen Z doesn’t want your marketing emails, you’re missing out. Here’s how to engage this generation, build loyalty, and boost your startup revenue with the right approach. 

Many business owners think they know Gen Z. They assume this generation is glued to TikTok, allergic to email, and impossible to reach through traditional marketing channels. But we don’t really know these people as well as we think we do. 

In fact, our assumptions may be costing us opportunities. When I surveyed 1,400 Gen Zers for the Gen Z at Work Report, I found that:

• • 42% say it’s their favorite way to communicate at work, twice as many as those who prefer Slack or WhatsApp
  • 63% believe email isn’t going anywhere – on the contrary, it will become more prevalent

• 36% check their inboxes because of FOMO: they fear missing out on job offers and brand discounts.

If your startup is overlooking email as a channel to engage Gen Z, it’s time to think again. Done right, email marketing can help you connect with this influential generation and capture more sales.

Here are five tactics you can start using today to delight your Gen Z audience and build a genuine, long-term connection. 

Keep your emails short and easy to scan

Attention spans have been declining across all generations – and for Gen Z, this is especially true. They’ve grown up surrounded by a constant stream of digital content competing for their focus, so they expect brands to get to the point fast.

Make sure every sentence in your email earns its keep. If your email needs to be longer, pay attention to your layout:

• Use bullet points to communicate key takeaways
• Bold important messages and highlight the most relevant sections
• Don’t be afraid of white space: break up the text into short paragraphs

When your email is easy to scan, Gen Z is far more likely to engage and absorb your message.

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Use a conversational tone

If your marketing emails sound like they’re coming from a corporation, Gen Z is sure to tune out. To get their attention, analyze your tone of voice – does it sound human and friendly? 

Gen Z values authenticity and they connect with brands that feel genuine. So, skip the corporate jargon and try to make your email sound like it’s coming from a friend. A conversational style builds trust, and your startup comes across as more relatable. 

Bonus tip: Before you hit “send,” read your email out loud. If it sounds stiff and dry, rewrite it. Also, consider sharing your email with your Gen Z employees or other Gen Zers you may know. Use their feedback and don’t be afraid to test new approaches in your copywriting.

Make it mobile-first

Your email may look great on your computer, but does it render properly across all devices and email service providers? For Gen Z, it better – they check email on their phone more than any other device.

Design with a mobile-first mindset and use:

• Responsive templates
• Large, easy-to-read fonts
• Tappable buttons

Also, test every email you send to ensure it looks good on both desktop and mobile – but also across all popular email providers, like Gmail, Yahoo, and Outlook.

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Offer real value

Since Gen Z checks email because of FOMO, that means they’re actively looking for things that matter to them. So, make your emails too good to miss instead of sending generic promos. 

Think exclusive offers, early access to products or special events, behind-the-scenes content, or useful tips they won’t find elsewhere. A good way to gauge their interest in potential email topics is to test them on social media first. If you notice a certain subject is getting traction on social media, you can expand on it in an email. Being consistently relevant and compelling keeps your Gen Z audience engaged.

Fine-tune your personalization

All generations respond well to messaging that feels personal, but for Gen Z, it’s non-negotiable. To engage them with your email marketing, go beyond using their name in every email – while important, that’s considered basic today.

Instead, use any available data to create mini experiences they remember. Tailor your content based on their interests and past purchases. Also, stay tuned in to the trends they care about, and think of ways your brand can offer fresh perspectives. That’s how you build loyalty and momentum.

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Why it’s worth putting in the effort to engage Gen Z

Getting clicks is great, but healthy engagement has an even bigger benefit. It signals to mailbox providers that people want your emails, which helps you stay in the inbox. Low engagement? It can tank your visibility, as it signals the opposite.

Every open, click, and reply tells inbox providers your content matters, so your next email will get through. It’s a cycle that rewards brands that truly connect with their audience. 

Reassess your email marketing approach today

You can easily steal the tactics above to make your emails more fun and clickable for Gen Z. One simple step you can take is to rethink your approach. Ask yourself: what small change could we make in our email marketing to boost our metrics? 

Gen Z isn’t tuning out email. They’re tuning out emails that don’t speak to them. Take the time to engage thoughtfully, and you’ll not only drive more clicks and sales – you’ll build lasting relationships with the next generation of consumers.

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