If you’re struggling to win over millennials, you’re not alone. As consumer expectations continue to rise with innovators like Amazon paving the way, it’s getting harder to engage and retain millennial customers. Studies show millennials frequently opt for brands that deliver highly personalized experiences and often get frustrated with those that don’t personalize enough.
To gain more insight into these trends, we surveyed 1000+ millennials on their main brand frustrations. Here are their top five reasons for disengaging and what you can do about it.
1. 74% say “Brands send me too many emails”
The number one reason millennials are frustrated with their brand experiences: too many marketing emails. That’s no surprise considering a record 281 billion brand emails were sent per day in 2018. Instead, millennials would rather receive one to three emails per month that are tailored to their specific interests. Brands must get proactive with their email strategies and send fewer emails that do more for their customers and, in return, more for their bottom line. Hilton put it best in our recent interview with them: “More email does not result in more revenue—more personalized email and communication results in more revenue.” Which leads us to...
2. 70% say “Brands send me irrelevant emails”
Millennials are annoyed with brands sending them generic email communications. And while millennials don’t necessarily consider themselves brand loyal, brands who do personalize their emails can see an increase in millennials’ loyalty by 28%. Brands need to tone down their batch and blasts and focus on putting personalization first. Start by better recognizing and understanding your millennial customers across channels, email addresses, and devices, and leverage the right models and 1:1 content they’re most likely to engage with instead—from product recommendations based on purchase history and loyalty status, to sales notifications for previously carted items or browsed categories.
3. 62% say “Shipping is too pricey”
Despite the rise of digital, 50% of millennials prefer to interact with brands in person. The main reason they choose brick and mortar is to save on time and shipping costs. With that, brands should focus on improving the in-store and omnichannel experience. Pulling offline data into your digital campaigns can help keep their experience consistent across channels and can help you develop ways to drive those millennial customers to engage both in-store (which helps save you on shipping, too) as well as online. Not all brands can offer free shipping to every online customer, but there are other ways they can increase their appeal to millennials—such as identifying your most engaged customers and granting them a one-time free shipping offer to show appreciation.
4. 60% say “I get too many irrelevant ads”
Millennials are irritated by ads that have nothing to do with their interests. In fact, 70% are comfortable with retailers tracking their buying behaviors in exchange for more relevant communications. Once again, it’s critical for brands to shift their focus to providing highly personalized, cross-channel experiences if they want to strengthen millennial customer relationships. Adaptive content and 1:1 retargeting and recommendations based on past engagement and predicted action is key to combating this frustration.
5. 38% say “Their website is difficult to navigate”
Millennials are frustrated by brand websites that aren’t intuitive and easy to browse. Other studies show that the top cause of negative ecommerce experiences among millennials are websites that are hard to navigate and slow to load. It’s essential for brands to examine their site structure and find ways to improve the online experience. One way to do this: implement product recommendations on your homepage based on behavior to help customers find what they’re looking for (and convert them) even faster.
For more insights into how millennials prefer brands to communicate with them, download our Millennial Report.