want to drive millenial engagement? turn (back) to email _nick worth
TRANSCRIPT
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WANT TO DRIVE MILLENNIAL ENGAGEMENT?
TURN (BACK) TO EMAIL
NICK WORTH | CMO
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#CONSUMERFIRST16
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#CONSUMERFIRST16
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YET CEREAL SALES ARE DECLINING
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#CONSUMERFIRST16
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WHILE FOOD BAR SALES SOAR
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• 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
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45%of millennials stare at phones
4 hours per weekday
64%sleep with their mobile
in the bed or by the bed
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MILLENNIAL HARD TRUTHS
Convenience Value Relevance
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BREAKFAST CEREAL SALES DECLINING
CONVENIENCE
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GROUND COFFEE RISING
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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
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VALUE
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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
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MILLENNIALS HAVE LESS SPENDING
POWER THAN OLDER GENERATIONS
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RELEVANCE
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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
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BUT DO THEY
STILL READ
EMAIL?
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• 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
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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
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EMAIL ON MOBILE
PHONES IS THE
MOST PREFERRED
DIGITAL
COMMUNICATION
METHOD
FOR MILLENIALS
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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
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CURRENT AVERAGE HUMAN ATTENTION SPAN
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LESS THAN GOLDFISH
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ENTER:
Continuous Partial
Attention (CPA)
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Mobile is a must
Timing is everything
Pictures are worth a thousand words
Less is More
MESSAGING TO THE MILLENNIAL
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#CONSUMERFIRST16
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STUMBLEUPON
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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
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• Mobile app and desktop web
• Over 150 trillion webpages indexed
• To serve you … what’s right for you
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Select Stumble Read Rate
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“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
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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
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“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
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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
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• 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
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• 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
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START TO
STUMBLE
YOURSELF
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