Millennial 20/20

Craig Clayton, Melissa Woodall

Give your email the Millennial make over

Apr 2016

Movable Ink’s Craig Clayton and Shop Direct email marketing lead Melissa Woodall argued that it is key that your email strategy caters to millennials, as every $1 spent on email marketing has a $40 return rate.

Elaborating, Woodall suggested that increasingly, millennials are expecting contextualised emails, with the open rates for these messages almost double those for standard emails. If you can relate an email newsletter to a specific celebration or event, for example, or utilise geo-targeted content such as location and weather, you could provide the contextualisation which has been proven to make marketing emails more effective with millennials.

Craig Clayton

Client Experience at Movable Ink

Craig graduated in Business Information Technology from The University of Portsmouth....

Melissa Woodall

Email Strategy Lead at Shop Direct

Melissa is the Email Strategy Lead at Shop Direct. Prior to that she was Email...


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