If your email marketing strategy doesn’t consider Generation Z, it might be less effective than you realize. Generation Z, those born from 1997 to 2012, are known for spending significant time on social media. They indulge in quick, engaging content and ignore anything that doesn’t capture their attention within five seconds.

However, they rely on email more than one might assume. According to a recent survey conducted by ZeroBounce, 36% of Gen Z respondents frequently check their emails to avoid missing out on brand promotions and job opportunities. This makes email a valuable channel where your brand can effectively establish urgency and exclusivity without being overshadowed by other content.

Here are five ways to make your emails worth opening and build loyalty with Gen Z.

Start with an audit

Regularly evaluating your email marketing performance every quarter is a wise strategy, irrespective of the generation you’re aiming to reach. This process offers insight into what is successful, allowing you to allocate your time and resources efficiently.

When analyzing your metrics, see what stands out:

• What types of emails get the most engagement?
• Do short emails get more clicks on your calls-to-action (CTAs)?
• How do image-heavy messages perform compared to plain text?

The main objective is to identify what resonates with your subscribers to replicate it. Once you gather comprehensive data, you can specifically target Gen Z by developing innovative approaches to engage them through email marketing.

Give them a reason to open – and do it fast

While everyone skims through subject lines to determine an email’s worth, Gen Z elevates this practice. It’s crucial to capture their attention instantly by ensuring your subject lines immediately convey value.

Planning a sale or providing early access to a new offering? Mention that directly in your subject line, and don’t overlook the importance of preview text. The additional words beside the subject line can significantly influence your engagement rates.

Be clear, be specific, and lead with the benefit. “20% off ends tonight” or “Early access for subscribers only” will outperform vague, overly branded messaging every time.

Create a sense of community

Like all of us, Gen Z is always looking for a good deal. But if you want better results, use every email you send to create a sense of connection and community. Gen Z, more than other generations, wants to feel like they’re part of something, so this approach is more likely to resonate.

Give them exclusive and early access to your products and events. You can even brand your email list and name it to make it feel more like a club. Everyone loves feeling like an insider, but that sense of belonging can turn Gen Z into loyal brand advocates.

Ditch the corporate speak

Long emails packed with corporate jargon are the fastest way to get Gen Zers to unsubscribe. If you want them by your side, talk to them like a real person. That doesn’t mean you need to mimic their lingo – that can backfire if it doesn’t align with your brand voice. But dropping the buzzwords and cutting the fluff will earn you points with Gen Z.

It’s tempting to rely on AI tools to do the writing for you, but make sure your emails still sound human. If you’re not sure, test them with your team. You’ll almost always get one piece of feedback that makes it better and more authentic.

Make it easy to read (especially on mobile)

Gen Z is reading your emails on their phones – between classes, during their lunch break or while walking their dog. If your message looks like a wall of text, they may tune out within seconds.

Want to keep them moving from one sentence to the next? Don’t be afraid of short paragraphs and bold subheadings — they help guide the eye. Also, remember to test your emails and check if the layout renders nicely on mobile and that your subject lines don’t get cut off. That tiny preview window matters more than you think.

Bonus tip: Don’t send emails just to stay on schedule

Emailing your subscribers regularly is smart – it helps your brand build awareness, and it’s also healthy for your email deliverability. But before you send an email, take a moment to ask: Is this email actually worth it for my audience?

Don’t send messages just because it’s “time” to send something. You may end up sending fewer emails, but they’ll be more relevant. Do that consistently, and your brand will be more memorable and stand out in even the busiest inboxes.

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