Teens May Not Use Email, But Email Marketing Still Fine

Except for Peter Pan, everybody grows up

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Study after study has suggested that email marketing is a good way to get through whatever recession we’re in or are likely to encounter this year.  Yet multiple studies have also suggested that young people tend not to use email, and this has some marketers worried.Teens May Not Use Email, But Email Marketing Still Fine

Let’s try a car analogy, shall we?  Toyota unveiled its inexpensive Scion brand in an effort to appeal to young buyers, but the company did not simultaneously scrap its main line and Lexus.  Instead, Scion is supposed to capture drivers at an early age, and as they grow up, they’re expected to start buying Toyotas and then Lexi.

So, even if teenagers like their text messages, it’s probable that they’ll use other things – including email – as they age.

Loren McDonald writes, "Today, if you’re a teen-oriented retailer like Aeropostale or Hot Topic, you need a good mobile/social-media strategy to reach kids.  But their parents, who buy birthday presents and back-to-school outfits, will read your email offers on their home or work platforms.  You need both modes to reach your markets."

Email marketers should essentially keep an eye on the road, then, but not worry that it’s going to fall out from underneath them anytime in the foreseeable future.

Teens May Not Use Email, But Email Marketing Still Fine
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