In an era dominated by short-form video platforms like TikTok, where attention spans are measured in seconds, marketers are grappling with the relevance of traditional channels such as email for reaching Generation Z. This demographic, born between 1997 and 2012, spends an average of three hours daily on social media, with TikTok commanding a significant portion of that time. Yet, contrary to assumptions that Gen Z shuns email, data suggests they engage with it selectively, provided the content aligns with their values of authenticity and personalization.

According to a recent blog post on VerticalResponse, Gen Z does open emails, but only those that feel genuine and offer real value, rather than overt sales pitches. The post highlights that 68% of Gen Z consumers check their email daily, debunking the myth of email’s obsolescence. This insight is crucial for brands aiming to integrate email into a multi-channel strategy that includes TikTok’s viral potential.

Bridging TikTok’s Virality with Email’s Depth

Industry experts note that successful campaigns leverage TikTok to drive email sign-ups, creating a funnel where quick, engaging videos lead to more substantive interactions via email. For instance, e-commerce brands are using TikTok trends to promote newsletters that deliver exclusive content, fostering loyalty among young users who crave behind-the-scenes access and personalized recommendations.

Recent news from ContentGrip emphasizes that Gen Z rewrites brand discovery rules on TikTok, favoring relatable, user-generated content. Marketers can adapt this by crafting emails that mimic TikTok’s casual tone, incorporating memes or user stories to boost open rates, which average 21% for Gen Z according to industry benchmarks.

Personalization as the Key to Engagement

Personalization emerges as a non-negotiable element. Posts on X from marketing professionals like Chase Dimond highlight how TikTok’s organic reach inspires email strategies, where tailored subject lines and content can achieve 100x the engagement of generic blasts. By analyzing TikTok data, brands segment email lists based on interests, sending targeted messages that resonate with Gen Z’s preference for sustainability and social causes.

A Forbes article on targeting Gen Z via social media underscores the need for authenticity, advising against polished ads in favor of raw, interactive emails. This approach has led to conversion rates up to 30% higher when emails reference trending TikTok challenges.

Overcoming Inbox Overload with Innovative Tactics

To combat inbox fatigue, innovative tactics include embedding short video clips in emails, directly inspired by TikTok’s format. EMARKETER’s guide on Generation Z facts reports that 71% of Gen Z will be on TikTok by next year, but they also respond well to emails that offer quick value, like flash sales or polls mirroring social media interactions.

WebProNews recently detailed how luxury brands use TikTok for engaging Gen Z in 2025, integrating email follow-ups with AI-driven personalization. This hybrid model not only increases open rates but also builds long-term relationships, with retention improving by 25% in campaigns that blend platforms.

Measuring Success in a Multi-Platform World

Metrics for success extend beyond opens and clicks; they include cross-platform attribution. X posts from e-commerce experts like Dolapo Sangowawa reveal strategies where TikTok drives email list growth, resulting in six-figure revenue boosts. By tracking user journeys from TikTok views to email conversions, brands refine their approaches for maximum ROI.

Looking ahead, as noted in a Wpromote blog on Gen Z social media trends for 2025, email will evolve with AI tools to predict preferences, ensuring relevance in TikTok’s fast-paced environment. This integration positions email not as a relic, but as a vital complement to social media, enabling deeper connections with a generation that values both speed and substance.

Challenges and Future Adaptations

Despite these opportunities, challenges persist, such as privacy concerns and algorithm changes on TikTok that could affect traffic to email sign-ups. Marketers must navigate regulations like GDPR while maintaining trust, as Gen Z is quick to unsubscribe from intrusive communications.

Ultimately, the fusion of email’s reliability with TikTok’s dynamism offers a robust framework for engaging Gen Z. Brands that master this balance, drawing from insights across publications like VerticalResponse and EMARKETER, will thrive in capturing the attention and loyalty of this influential cohort.