Surprise surprise, we learn that people actually guard the sanctity of their emails and this very much applies to the millennial generation. This does not mean they necessarily write emails but that they READ them, and newsletters let them comment within the article of interest by email. (See Clover for young woman).
Whilst millennials might not use emails for their social lives they sure like it for their records around finances and personal information gleaned from reading targeted newsletters. These are on selected subjects for example food, clothing, travel, organic, environment friendly products and finance.
The prediction that email would die with Twitter, instant messaging etc. has failed and a new found fact is that millennials like targeted newsletters and email allows them access to this information and for want of a better word the newsletter could become short versions of the long gone encyclopedias. Want school or car information look up a newsletter. Want to visit or buy a product, look at a targeted newsletter.
Suddenly a new market is emerging factual brief details by video and comments on a specific subject all via a newsletter.
The editor also becomes important and must be a millennial for the newsletter to gain a following.
The slick trick is all in the headline. Newsletter Editors are doing all they can to catch the millennials interest and allow them through the newsletter to read, watch videos, talk online and get into the subject rather than have a sales person try to sell them the product.
This makes the newsletter suddenly very private to the reader. You can almost access the mind of the writer through the story line in the article. This turns it into a conversation not a sales pitch.
All this is so important to the product marketing staff today. Keep ahead, know your customers has never been more important in selling in this information based society.
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