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Tim Peter

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August 29, 2014

9 Prime Digital Marketing Reads for a Long Weekend Getaway: E-commerce Link Digest

August 29, 2014 | By | No Comments

Weekend mobile digital readsGetting ready for the long holiday weekend? Well, then I won’t waste your time with lots of set-up. Here are 9 prime digital, e-commerce, and mobile marketing must-reads to help you enjoy your time away — and prepare you for the week ahead:

  1. Search Engine Land tells search marketers why the time to focus on mobile user experience is now. I quite agree. Makes a nice follow-up to my look at the big problem with paid search on mobile. Check ‘em both out when you get a chance.
  2. Marketing Charts has data showing that mobile ad response seen differing by gender and platform. Worth noting. Of course, it also complements this look at what mobile e-commerce data isn’t telling you. Good stuff all around.
  3. Carlson Commerce offers up this warning: “Omnichannel to brick-and-mortar: You will be assimilated…” Definitely worth your time.
  4. Speaking of “must-reads,” check out these 7 marketing must-reads from last week’s link digest.
  5. Mobile payments will play a key role in omnichannel e-commerce. According to Wired magazine, the next iPhone will include NFC mobile payments. While Apple may be a little late to the game on this technology, it’s worth watching as data suggests iPhone users spend more on purchases than Android users.
  6. Payments will also influence customer behavior in a big way going forward. And this look at why millennials buy will help you get a better sense of the factors influencing this key demographic.
  7. This past week’s podcast asks “What Do Customers Do?”
  8. MarketingLand offers up 5 data-driven lessons in retention marketing from e-commerce stars. Excellent read.
  9. Finally, all work and no play makes for a dull time, doesn’t it? Well, Linda Bustos and the fine folks at GetElastic have rounded up 13 xkcd comics for ecommerce professionals that should bring you a chuckle this weekend. Enjoy!

As a reminder, I’m presenting a webinar called Digital Marketing Directions: Key Trends Driving Your Marketing Next Year on Tuesday, September 16, 2014. You can read all the details here.

You may also enjoy this look at growing your email list and its importance as an e-commerce best practice as well as reviewing the slides from a talk I gave all about email marketing in an age of mobile:


(And, yes… you can hire me to speak at your next event, too).

And, if you’re interested in learning even more about how customers changing behavior shapes e-commerce and marketing, register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

Finally, you might also enjoy some of our past coverage of the mobile, local, social web and how to make it work for your business, including:

Tim Peter

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August 28, 2014

What Mobile E-commerce Data Isn’t Telling You

August 28, 2014 | By | No Comments

Mobile ecommerce dataWith all the talk about the rise of mobile and its effect on online and offline sales, it’s easy to get confused by the disparate definitions of mobile and e-commerce. And you really need to be aware of what that mobile e-commerce data isn’t telling you.

Here’s what I mean.

Marketing Charts offers the following details about mobile share of e-commerce spending from Q2 of 2010 through Q2 of 2014:

“With desktop-based e-commerce growing by a more modest 10%, mobile accounted for 11.1% share of total e-commerce spend during the second quarter, up from 8.6% during the year-earlier period”

The same article goes on to note:

“Separately, an Internet Retailer report predicts that the 500 leading retailers in mobile commerce will see smartphone and tablet sales grow by 80% this year to represent 21% share of their e-commerce sales”

Further muddying the waters, eMarketer highlights
back-to-school mobile shopping habits among mothers with children

“A July 2014 study by PunchTab found that the majority (63%) of US mothers with children under the age of 18 planned to use their smartphones while back-to-school shopping. This deal-seeking group was most likely to turn to smartphones for assistance with price-related queries. Nearly half of respondents said they intended to use their phones to find coupons or sales, while 30% wanted to compare prices across different stores.”

Again, eMarketer notes:

“Even after stepping foot in a store, mothers indicated that smartphones—and especially deals found on those smartphones—would still play a role in what they bought for their kids. Among the 59% of respondents who planned to use their smartphones while back-to-school shopping in brick-and-mortars, 46% said they would look for mobile coupons. No other response came close”

So, let’s see. That’s 11% of total e-commerce, 21% of Internet Retailer 500 members, and 63% of back-to-school shoppers, mixed in with a bunch of other numbers about consumer use and/or retail results.

What isn’t this data telling you? Where mobile should be in your overall mix.

The simple reality is that customers use mobile regularly during their discovery, browsing, and shopping experience (less so for buying, though that may be more an attribution problem than an actual conversion problem). The question is whether they’re finding you during that same process.

Instead of getting too hung up on all these different data points, here’s a simpler notion: Observe your customers. Now, my experience suggests that “it’s all e-commerce,” because of what I see across my client base (using both analytics and direct observation of customers), as what I see when watching other people in stores, airports, restaurants, hotels, and attending events. I suspect you’re seeing the same thing, too.

What you really want to watch for is customers using mobile in your retail outlets (or restaurant, hotel, etc.), without corresponding growth in mobile traffic to your website. Because that’s a likely sign that they’re using mobile to check out your competitors while shopping your aisles… and not doing the same thing with you in return. If that’s the case, start working on improving your customers’ mobile experience.

Right. Now.

And, if it isn’t the case, start anyway, because it will be soon enough.

As an FYI, I’m presenting a webinar called Digital Marketing Directions: Key Trends Driving Your Marketing Next Year on Tuesday, September 16, 2014. You can read all the details here.

You may also enjoy this look at growing your email list and its importance as an e-commerce best practice as well as reviewing the slides from a talk I gave all about email marketing in an age of mobile:


(And, yes… you can hire me to speak at your next event, too).

And, if you’re interested in learning even more about how customers changing behavior shapes e-commerce and marketing, register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

Finally, you might also enjoy some of our past coverage of the mobile, local, social web and how to make it work for your business, including:

Tim Peter

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August 27, 2014

What Do Customers Do? Thinks Out Loud Episode 87

August 27, 2014 | By | No Comments

What do customers do

What Do Customers Do? Headlines and Show Notes

As a reminder, you can participate in my next webinar, called Digital Marketing Directions: Key Trends Driving Your Marketing Next Year, on Tuesday, September 16, 2014. You can read all the details here. And you can view the slides from my most recent talk here:


(And, yes… you can hire me to speak at your next event, too).

Contact information for the podcast: podcast@timpeter.com

Technical details: Recorded using an Audio-Technica AT2035 studio condenser microphone through a Mackie Onyx Blackjack USB recording interface into Logic Express 9 for the Mac.

Running time: 18m 20s

You can subscribe to Thinks Out Loud in iTunes [iTunes link], subscribe via our dedicated podcast RSS feed (or better yet, given that Google has now killed Reader, sign up for our free newsletter). You can also download/listen to the podcast here on Thinks using the player below:

Tim Peter

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August 26, 2014

8 Key Posts Hotel Marketers Must Read This Week (Travel Tuesday)

August 26, 2014 | By | No Comments

Key posts for hotel marketersI’m taking a little late-summer siesta this week, enjoying some time on a beach. So, taking a cue from my popular e-commerce link digest series, I thought I’d collect some top posts from around the web that all hotel marketers could benefit from. Without further delay, here are 8 terrific travel marketing posts for your reading pleasure. Enjoy:

  1. TravelClick highlights the growth of mobile in travel and offers hotel marketers tips for improving revenues and bookings. Good stuff.
  2. Tnooz outlines Google’s new hotel search test, which pushes Hotel Price Ads to the second click. Happily, they also provide some context on what it means for your business.
  3. Marketing Charts reveals the top travel search categories on Google and YouTube. Spoiler alert: The data uncovers the primary reason why most destinations can benefit from increased use of video on YouTube — and why most hotels probably won’t.
  4. Of course, as well as mobile and search work, they’re not without their challenges. I recently looked at how intermediaries drive up your costs and 5 ways to protect yourself. Check it out when you get a chance.
  5. While we’re on the topic of intermediaries, this recent post that asked “Marriott Partners with Booking.com. Should You?” provides some perspective on when using Booking.com’s white-label offering makes sense — and when it doesn’t.
  6. HotelNewsNow offers highlights from the recent STR Hotel Data Conference. Money quote: “Has the U.S. hotel industry reached its performance peak? Not quite yet…” along with data suggesting the current state of rates and occupancy. Required reading.
  7. Speaking of the growth of mobile in the travel space (a topic I’ve covered a time or two myself), WYSE Travel Confederation takes an in-depth look at how mobile is beginning to define the multi-trillion dollar global travel industry. Great information, that’s well worth your time.
  8. Finally, you might want to take a few minutes to review the 5 essential travel marketing posts from July. Lots of popular topics among your fellow travel marketers, and worth a look.

Interested in learning even more about the future of hospitality e-commerce and marketing via the social, local, mobile web? Register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” Developed specifically at hotel and resort marketers, the lessons can help your business adapt to the changing guest environment. You can get your free copy of the report here.

You may also want to review the tips in my recent presentation Digital Marketing Directions: Three Trends Shaping 2014 Hospitality Internet Marketing. I’ve presented this talk to a number of hospitality and travel-related organizations and you might find it valuable for your business, too:

Finally, you might also enjoy some of our past coverage of the social, local, mobile web and what it means for your business, including:

Tim Peter

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August 25, 2014

Why Millennials Buy

August 25, 2014 | By | No Comments

Why millennials buyWant to know why millennials buy? For that matter, want to know why any demographic cohort buys? New research from eMarketer and Harris Interactive might point the way.

Now, I’ve mentioned this research before (notably in last week’s e-commerce link digest), but it’s worth digging into in some detail. Essentially, Harris Interactive asked consumers what they would do if they won $100,000. Because of the size and growing importance of the Millennial segment, eMarketer chose to focus on that cohort, noting:

“…June 2014 research also by Harris Interactive confirmed that millennials were savers—or at least wanted to be. Fully 64% of US internet users ages 18 to 36 planned to save or invest more money in the next six months—the most popular spending change among respondents in that group.”

What’s really notable in the poll, though, is how strikingly similar the responses were regardless of age. “Pay off existing debt/loans,” “Save for a rainy day fund/unexpected expenses,” and “Invest towards my retirement” represented the top three responses among Millennials, Gen X, and Baby Boomers. (To be fair, saving for retirement just barely beat out “Buy a car” among millennials, but the basic point remains).

Anyone familiar with Keynes’ “paradox of thrift” will recognize the inherent problem if everyone saves at the same time[*], and may be a contributing factor to the continued slow economy in many industries.

Economics aside, the fact remains that you won’t help millennials buy your products or services — or any other segment for that matter — if you don’t offer real value for their money. Just don’t confuse “value” with “low prices.”

Running the “Race to Zero”

Many businesses respond to tough times by simply lowering prices, trying to convince their customers that they’re the right choice because their products and services aren’t very expensive. Let me be clear: This is a terrible idea. This approach, which I call “the race to zero,” represents a race you simply can’t win. With the radical transparency offered by the Internet and mobile — where most of your customers now know more about your products, services, and prices than your employees do — you simply can’t outrun your competition that way. Too many industries have spent the last few years teaching customers that if they just keep looking, they’ll find a better deal. And that’s exactly what customers have done.

Why would you want to play that game?

Focus on Value

Instead, focus on showing your customers the value you offer. Value represents a key component of a compelling brand story, and helps customers understand why they would want to spend their money with you. Things like the P’s & Q’s model helps customers see what they get in exchange for their hard-earned money, and helps them decide whether or not you’re the right option for them, regardless of where you price your products. No one balks at the prices offered by Southwest Airlines, Procter & Gamble, or Zappos. Even premium products like iPhones and Mercedes are seen as good values by their target customers.

And, as a result, those companies have thrived during the last few years.

More importantly, this focus on demonstrating value works no matter what the economy does. Even as the economy has started to improve, many of the businesses who lowered prices during the downturn (and still somehow managed to stay in business), now face customer resistance to raising their prices. Whereas those who focused on value throughout the latest recession don’t need to raise their prices, further improving the value proposition to their customers. How’s that for a neat trick?

Conclusion

No matter what your customers are willing to spend, running the race to zero is a losing strategy. Offering value from your products and services remains the best way to convince customers that you’re right for them. And that’s true whether you sell to Millennials, Baby Boomers, Gen X, or all of the above. The Internet and the rise of mobile have given your customers the ability to find the right product for their needs anytime, anywhere. Develop your marketing around demonstrating value, and you’ll go a long way towards making sure customers choose you.

As a reminder, you can participate in my next webinar, called Digital Marketing Directions: Key Trends Driving Your Marketing Next Year, on Tuesday, September 16, 2014. You can read all the details here. You can also check out the slides from a talk I gave on price transparency a while back. While the talk is from a few years ago, the basic points remain true:

If you’re interested in learning even more about how customers changing behavior shapes e-commerce and marketing, register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

As an FYI, I’m presenting a webinar called Digital Marketing Directions: Key Trends Driving Your Marketing Next Year on Tuesday, September 16, 2014. You can read all the details here.

Finally, you might also enjoy some of our past coverage of the mobile, local, social web and how to make it work for your business, including:

Note about Keynes: Some criticisms to Keynes’ paradox of thrift point out that when people save money, it provides banks additional capital for lending, and that lending keeps the economy humming along. That may well be true in many circumstances. I’m certainly not trying to incite economics/religious debates on this topic. However, it’s also worth noting that, in the case of the last few years, many banks haven’t been lending that much money, probably because — as the Harris data cited by eMarketer suggests — most people were more interested in paying off debt than taking on new debt. So, whether Keynes was ultimately right or not isn’t particularly relevant to the current discussion. What matters more is whether your customers feel like they can/should spend money. And offering them appropriate value remains the best way to do that.
Tim Peter

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August 22, 2014

7 Marketing Must-Reads : E-commerce Link Digest

August 22, 2014 | By | No Comments

E-commerce and marketing must reads Well, that was a good idea. Last week, I resurrected my long-dormant “E-commerce Link Digest” series, only to see it rocket to one of the top posts for the month. Clearly, you like this sort of thing. Well, you don’t have to tell me twice. This week, I’m continuing the series, looking at 7 marketing “must-read” articles from around the web (with a handful more hidden within the list to provide additional context or commentary). That ought to get you through the weekend. Enjoy:

  1. eMarketer tells us what millennials would do if they won $100,000. The fact that the top 2 items, by far, among Millennials, Baby Boomers, and Gen X are “pay off debt” and “save for a rainy day” goes a long way towards explaining the current state of the economy.
  2. The current economy helps explain, at least in part, the rise of companies like Uber and Airbnb. Expect that growth to continue. Jeremiah Owyang has a great look at how collaborative companies opening up APIs will change commerce. For instance, Mobile Commerce Daily has a story about Hyatt integrating Uber into its reservations process, illustrating precisely the kind of collaboration between service providers Jeremiah Owyang is talking about.
  3. TechCrunch has data showing that the majority of digital media consumption happens comes from mobile apps.
  4. Speaking of apps, Quartz lists the top mobile 25 apps by unique users. No real surprises. Facebook, YouTube, Google Play, and Google Search represent the biggest, with music, search, social/messages, email, video, and maps representing the largest categories. Also from Quartz, it looks like the vast majority of smartphone users download precisely zero apps every month.
  5. Fortune has a cool, in-depth look at what Google’s new research lab headed by a former DARPA director means to you. Well worth the read.
  6. On a far more tactical level, Search Engine Land tells us to say farewell ‘pure’ exact match; AdWords will soon require all campaigns to use close variants. While it’s not a big deal for most companies, it’s going to suck for those who’ve done the research to figure out exactly what works — and what doesn’t — in their search marketing campaigns.
  7. Finally, check out last week’s list of 10 key posts about Millennials and mobile and this look at whether Millennials will use email when you get a chance. Good stuff all around.

Speaking of Millennials and email, I recently took a look at growing your email list and its importance as an e-commerce best practice. I also gave a talk to a fantastic audience all about email marketing in an age of mobile and featured the topic as part of my weekly podcast. If you’re interested, you can view the slides from the talk below:


(And, yes… you can hire me to speak at your next event, too).

If you’re interested in learning even more about how customers changing behavior shapes e-commerce and marketing, register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

As an FYI, I’m presenting a webinar called Digital Marketing Directions: Key Trends Driving Your Marketing Next Year on Tuesday, September 16, 2014. You can read all the details here.

Finally, you might also enjoy some of our past coverage of the mobile, local, social web and how to make it work for your business, including:

Tim Peter

By

August 21, 2014

The Big Problem with Paid Search on Mobile

August 21, 2014 | By | No Comments

Paid search on mobileI hear from lots of people that they’re not seeing the benefits they’re accustomed to when using paid search on mobile. So much so, that it’s caused a number of businesses to ask, “Does mobile search work?” The answer, as you might imagine, is complicated. But you can essentially assume that, yes, mobile search does work for many (if not all) businesses.

Why’s it so complicated then? If it’s really working, shouldn’t you be able to see the answer clearly? Well… yes and no. As I point out in my latest post for Mike Moran’s Biznology blog:

“…analytics for tracking mobile search aren’t as robust as desktop search. Put more simply, mobile search doesn’t suffer from a performance problem; it suffers from an attribution problem.”

I’d mentioned in yesterday’s podcast that marketing doesn’t have to be hard, noting in particular the need to focus your energies around what works best. But, it’s important to note that without the right measures in place, you might not easily know what’s working. And, today, most of the measures around mobile conversion — for instance, tracking phone orders, measuring mobile-driven in-store traffic, etc. — either undercount the effectiveness of mobile, or don’t work at all.

This isn’t a problem that’s going away immediately, but we’re beginning to see some progress. Soon, with iBeacon, NFC, location-tracking, or other services, expect to see Google and Apple provide information on when customers carry their phones into your restaurants, retail outlets, real estate offices, auto dealerships, hotels, and more for more detailed, end-to-end tracking of customer behavior. And, expect similar details on phone tracking.

Even better, you don’t have to wait for these more futuristic tools. Start looking at more advanced attribution models to track your marketing’s effectiveness. Again, as I noted over on Biznology:

“…start moving away from last-click attribution and begin exploring more robust attribution models within your favorite analytics tool. I’m particularly partial to time-decay attribution as a starting point, which gives more credit to each action closer to the final conversion.”

Because of the rise of millennials in the marketplace, and mobile use across all demographic segments, your business will increasingly depend on the effectiveness of your mobile paid search marketing, to say nothing of social and local services, too. Recognize for now that mobile search works. It’s likely just not getting enough credit for what it delivers. Work on developing the skills and finding the partners who can help you measure its effectiveness. Mobile search is here to stay. Now it’s time to make sure it gets credit.

You can learn more about how customers’ changing behavior shapes e-commerce and marketing by registering to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You may also want to attend a webinar called Digital Marketing Directions: Key Trends Driving Your Marketing Next Year on Tuesday, September 16. You can read all the details here.

Finally, whether you work with Millennials, Boomers, Gen X, or the Silent Generation, you might also enjoy some of our past coverage of the mobile, local, social web and how to make it work for your business, including:

Tim Peter

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August 20, 2014

Tim Peter

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August 19, 2014

Marriott Partners with Booking.com. Should You? (Travel Tuesday)

August 19, 2014 | By | No Comments

Marriott partners with booking.com. Should you?Tnooz reports today on Marriott.com using Booking.com’s white label services to power its Italian website. Here’s what Booking.com offers:

“Alongside providing intermediaries with a search and booking system, Booking.com was also now offering hotels the chance to take a similar service. It is essentially an extension of the intermediary white label, but instead is tailored for a particular hotel brand, like a customized widget that has been supersized. Each solution is made specifically for an individual chain and takes up an entire web domain owned by that chain.”

Apparently, Marriott is the first to test this system, running it on its Italian and Brazilian web domains (marriott.it and marriot.com.br). Rates, images and descriptions appear to mirror Marriott, while the booking interface looks very much like Booking.com. As Tnooz notes:

“How deep a hotel chain wants to get in with Booking.com is a key question in all this – hotels have a delicate balancing act to tackle, as they look to increase direct bookings but also know that the Booking.com is a large distribution network (frenemies in action, perhaps).”

The knee-jerk reaction among commenters on the Tnooz post — one I initially shared — is that this is a terrible idea. As one commenter stated:

“Clever. Making hoteliers more and more dependent on booking.com since 1996.”

But, here’s a question: Is this such a terrible idea? I’m not so sure. At least not for Marriott.

Clearly a number of risks exist. First, it’s clear OTA’s and other intermediaries continue to drive up the cost of customer acquisition. Letting the OTA’s take further control of the booking process is not a recommended way to protect yourself from rising costs.

And, as mentioned in “6 Key Secrets Every Hotel Marketer Should Know,” you need to own your customer data. Marriott is potentially making a huge mistake if they’re providing Booking.com with even more data about guests and their behavior.

Most importantly, I worry the message this sends to Marriott’s franchisees. Is the company unwittingly telling its hotel owners and operators that Booking.com can offer many of the same benefits the brand does? That would be a huge mistake in the longer term.

That said, Marriott isn’t most hotel companies (full disclosure: I know quite a few people in Marriott’s e-commerce, distribution, and marketing teams; they’re all smart folks and, I have little doubt, they thought about this long and hard). They’ve got to serve the needs of almost 4,000 properties in 70 countries. In a prior post, I cautioned hotel marketers against thinking about OTA’s as the enemy, noting,

“…think about your overall web presence and, for that matter, market presence, and how you can reach guests most effectively and efficiently.”

It’s possible — and I’d think, highly likely — that Marriott asked itself, “what’s the best way to serve our hotel franchisees and guests in markets where we don’t have a strong presence?” and determined that Booking.com gives it market presence for a more reasonable cost while the company builds out its own in-market capabilities.

I’ve talked before about why best practices aren’t always best for your brand or business. This may be one of those times. While this may be a good deal for Marriott, I can’t imagine that being true for many hotels, particularly independents. For Marriott, assuming they’ve thought through the long-term implications of this deal for their franchisees and their future, this probably makes sense — particularly if it’s a short-term play. For anyone else, I’d stick with my knee-jerk reaction, and tell Booking.com to find another partner.

Interested in learning even more about the future of hospitality e-commerce and marketing via the social, local, mobile web? Register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” Developed specifically at hotel and resort marketers, the lessons can help your business adapt to the changing guest environment. You can get your free copy of the report here.

You may also want to review the tips in my recent presentation Digital Marketing Directions: Three Trends Shaping 2014 Hospitality Internet Marketing. I’ve presented this talk to a number of hospitality and travel-related organizations and you might find it valuable for your business, too:

Finally, you might also enjoy some of our past coverage of the social, local, mobile web and what it means for your business, including:

Tim Peter

By

August 18, 2014

Will Millennials Use Email?

August 18, 2014 | By | No Comments

Millennials use email coupleEver since my post about how to grow your email list, last week’s podcast exploring why email marketing still works, and this e-commerce digest featuring millennials and mobile, you’ve all been sending me loads of emails (ironically enough), asking whether email use applies to millennials. Given all the media channels available to millennials, including mobile, social, search, and apps, will millennials use email as preceding generational cohorts have?

To put it simply, yes, your millennial customers use email too, and I see no reason to assume that will change right away.

Here’s why.

First, we know that 7 out of 10 customers in the United States have a smartphone now, with those numbers greater among millennials than any other generation. We also have data that shows more than half of all emails were opened on mobile in 2013, bypassing desktop email clients for the first time ever. Right there, the data suggests that millennials are likely to use email at least as much as Boomers and Gen X.

However, even better data exists. Aweber’s Generation Media Explorer shows that 40% of millennials use email to stay connected with their favorite stores, more than Facebook, Twitter, Instagram, Snapchat, or any other channel for that matter.

Millennials use email

The graphic above shows email vs. Facebook (the second most popular channel), but you can check out the other channels for yourself.

Here’s why you should care. The Direct Marketing Association said last year that email averages a 4,300% return on investment. If you think about the costs associated with email marketing, that number shouldn’t come as a big surprise. Even a few sales from email can often justify the expense. And when used as part of a comprehensive digital strategy, encompassing search, social, and mobile channels, email can prove even more effective still.

Email marketing remains a valuable tool in any digital marketer’s toolkit. Mobile customers read email at increasingly high rates. And because millennials use email, particularly on mobile, it appears likely email will remain a valuable channel for some time to come.

If you’re interested in learning more, you can view the slides from my talk about growing your email list below:


(And, yes… you can hire me to keynote your next event, too).

And you can learn even more about how customers’ changing behavior shapes e-commerce and marketing by registering to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You may also want to attend a webinar called Digital Marketing Directions: Key Trends Driving Your Marketing Next Year on Tuesday, September 16. You can read all the details here.

Finally, whether you work with Millennials, Boomers, Gen X, or the Silent Generation, you might also enjoy some of our past coverage of the mobile, local, social web and how to make it work for your business, including: