Weekly Marketing Insights and News Digest (20-26 July)

Emails for Gen Z. Statistics of the most popular social networks. Marketing tips from Facebook. A new cheat sheet for all marketers.

Why Gen Z still uses email? Which social network has the most users? Facebook Marketing Insights, Our New Cheat Sheet, and much more from the world of digital marketing in our new episode of the RGray Weekly Marketing Insights and News Digest.

  • 95% of Gen Zers say email is essential to their life. Why Marketers Make the Mistake of Excluding Gen Z as Target Audiences in Emails – Learn More in Our Digest.
  • Want to know the most popular social media and messaging platforms that can help boost your growth? We have prepared a detailed statistics on the number of users of different social networks and instant messengers so that you can choose the right platform. Check out our infographic below.
  • Facebook has released a new edition of key tips on how advertisers can maximize engagement with their brands through small changes that can have a significant impact. If you’re looking for ways to improve the creativity of your Facebook campaigns – check out the tips in our article.
  • 71% of marketers say that video content outperforms all other content types when looking at the conversion rates. We have prepared a cheat sheet for you with all video dimensions for each of the 7 most popular social networks. See the infographic at the end of our article.

Don’t believe the stories you’ve read about how Gen Zers don’t use email.

Generation Z, the cohort of people born after the Millennials, was supposedly the kryptonite of every digital marketer. Gen Zers don’t check their email, they have short attention spans, and they grew up in an “always-on” tech environment.

These kinds of statements are always popular in the marketing world — someone is always proclaiming that something “is dead” with each new technology or culture shift, so this talk about Gen Z isn’t a big deal. Marketers are used to adapting and developing as the world around them changes, and learning how to engage with Gen Z through email marketing is no different.

Gen Z still uses email.
With over 65 % of marketers looking to increase their marketing spend to Gen Z, you’ve got to know what channels to send that money to. You might think that Gen Z only uses social media, and if you do, you’ll miss out on 95 % of Gen Zers who say that email is essential to their lives. They use it to stay in touch with businesses and retailers, with most of them saying that email marketing is an important factor in their purchasing decisions.

Breaking through the noise with email.
Gen Zers have developed sophisticated content filters that constantly surround mountains of information. They know how to quickly determine whether your email is worth their time, so you should try to do your best. Here are some tips you can follow to interact with Gen Z via email.

  • Keep your emails short.

Gen Z would prefer a few sentences and a couple of images over the blocks of text. Otherwise, they will not even bother to read your email and will delete it immediately.

  • Personalize your emails.

Gen Zers know that you have access to a lot of their online data, so don’t be afraid to use it. Check out what your readers are doing and adjust your campaigns accordingly. For instance, send them a coupon the day after they bought a new pair of shoes from your website if you see a certain segment always clicking on links on a specific topic, suggest them additional resources on the subject, etc. 

  • Identify your brand.

Gen Zers receive a lot of emails, so make sure to identify your brand. You can also remind them why they received this email (“You are receiving this email because you subscribed to …”) to clarify who you are.

  • Write compelling and engaging subject lines.

Your subject line can greatly influence whether Gen Z opens your emails. You will have only a few seconds to grab their attention due to their innate content filters, so make them count.

  • Work with email marketing professionals.

Ask the copywriter to write compelling and engaging emails that aren’t the same as tired messages that Gen Zers are used to see. Use a web designer to create a modern, engaging email that they look forward to.

  • Explain how your brand fits with their identity.

Gen Z wants to know about your products, and even more importantly whether your brand is ‘’right’’. By this, we mean your company’s values, the language you use, how you develop relationships with them, and the experience you deliver to them.

  • Send them what they want.

Most Gen Zers want coupons, promotions, and specials via email, and they will skip company updates and links to blogs or other resources. They expect you to deliver updates to other places on the Internet, such as social media, so keep your messages different for each channel.

How to engage Gen Z with email marketing

You may have a lot of preconceived ideas about Gen Z, especially when it comes to email marketing. Unlike some other generations, they still use email every day. They are used to having access to information all the time, and this is no different from e-mail.

Instead of shifting your marketing budget to other channels like social media, consider saving a large chunk of it for email. You might be surprised at how well this fits your brand.

15 Social Media and Messaging Platforms to Grow Your Business in 2020

Are you looking for ways to grow your business in 2020? Do you want to know the most popular social media and messaging platforms that can help you to grow?

RGray shows the top 15 platforms based on audience size.

Here are the top five on their list:

  • Facebook
  • Youtube
  • Whatsapp
  • Messenger
  • WeChat

Check out the infographic for more details.

15 Social Media and Messaging Platforms to grow your business in 2020

Facebook Shares New Marketing Insights into Effective Brand Messaging

Thoughtful strategy, captivating artistry, and compelling messaging are at the core of ad effectiveness, and creative execution can help to make a campaign even more successful. Through testing and analysis, Facebook’s creative research team has identified which creative approaches tend to be successful on Facebook platforms in engaging audiences and driving action.

In the infographic below, we’ll look at how seemingly minor considerations like headline wording or video aspect ratio can have a big impact, driving increased engagement and stronger business results. This is especially true in today’s challenging landscape, as advertisers seek to adapt their approach to communicating with consumers across a wide range of platforms and formats.

Take a look at the infographic to see text, timelines, and layouts for cross-platform creative development and to learn more about Facebook research on creative effectiveness.

Cross-Platform Creative Considerations
Must-have elements for your Go To Market strategy for the US market
Free GTM ebook

Social Media Video Dimensions 2020 (Cheat Sheet)

Video content drives social media and isn’t going to stop anytime soon. One reason for this is that this type of content has proven to be more and more effective, with marketers who use video content on average 66% more leads per year.

If you, too, want to start using video content to promote your brand or even your personal social media page, one of the first steps is to explore each platform’s video. To get the most out of your social media efforts, you need to make sure your content looks as good as possible. And the correct video resolution plays a crucial role in this.

Each social media platform supports many types of video, from live video to video ads. Add to that platforms frequently update to recommended sizes, and maintenance can seem too time-consuming. To save you time on research, we’ve compiled the latest information you may need about the various aspects of social media videos in the infographic below. Read on!

Social media video dimensions guide for 2020
Check out our Social Media Images Dimensions Cheat Sheet in our previous digest
Free Cheat Sheet