Teens Don't Use Email

40 replies
I have a client whose product is student accommodation. They are targeting high school seniors who are going to university in the fall. They use social media heavily but have no lead magnet and no email strategy. They tell me that 18 year olds do not use email, that it is for the older generation. I am not so sure.

My questions:
- Does anybody here target 18/19 year-olds and what balance of social media / email do you use?
- Is there any way to deliver the lead magnet, followed up with content-rich messages and occasional promotions without using email? I haven't found one.
#email #teens
  • Profile picture of the author danieldesai
    Originally Posted by Peter Adamson View Post

    I have a client whose product is student accommodation. They are targeting high school seniors who are going to university in the fall. They use social media heavily but have no lead magnet and no email strategy. They tell me that 18 year olds do not use email, that it is for the older generation. I am not so sure.
    You're right about not buying that teens don't use email.

    Sure, most teens will spend far more time on social media than checking their email inboxes but they will use email if you give them a strong enough reason to (and to continue doing so).

    That boils down to having a strong lead magnet (in this case, it might be a coupon code for accommodation savings - just a random idea), and setting expectations that they will receive further emails which benefit them.

    Even Generation Y will check their emails if you give a good enough reason.

    Regards,
    Daniel
    {{ DiscussionBoard.errors[10686534].message }}
  • Profile picture of the author Jill Carpenter
    Spend some time looking into Periscope.
    Signature

    "May I have ten thousand marbles, please?"

    {{ DiscussionBoard.errors[10686546].message }}
  • Profile picture of the author Jeff Burritt
    Banned
    My first thought is Instagram, but honestly that's a tough niche.
    {{ DiscussionBoard.errors[10686553].message }}
  • Profile picture of the author Brent Stangel
    They tell me that 18 year olds do not use email, that it is for the older generation.
    Is this belief the result of testing?
    Signature
    Get Off The Warrior Forum Now & Don't Come Back If You Want To Succeed!
    All The Real Marketers Are Gone. There's Nothing Left But Weak, Sniveling Wanna-Bees!
    {{ DiscussionBoard.errors[10686562].message }}
    • Profile picture of the author Peter Adamson
      Originally Posted by Brent Stangel View Post

      Is this belief the result of testing?
      No, and that is my concern. I am looking for evidence to convince them that easily half of their target audience will likely be open to receiving email from businesses and institutions, even if they never use it to communicate with friends.
      Signature
      Could You Be Squeezing More Sales Out Of Your Traffic ?
      Free Report
      {{ DiscussionBoard.errors[10686577].message }}
  • Profile picture of the author abampemuas
    so how do we encourage them to use email instead if fb and IG ?
    {{ DiscussionBoard.errors[10686661].message }}
    • Profile picture of the author katrim
      Originally Posted by abampemuas View Post

      so how do we encourage them to use email instead if fb and IG ?
      Well, they might not need much convincing if the school/college tasks and job applications/followups and what not happen more or less through emails.
      It needs to be tested, depending on the niche of course, but my gut feeling (based on my not that far college experience) is the teens DO use email as they evolve into maturity and they need to reach and be reached by more formal people/companies.

      At least that is what I noticed, although in our case it was more of chancing addresses like babysweetjolie101@yahoo with the more serious ones.
      Signature
      Get This Facebook Loophole!
      I reached one in every 215 US citizens with a simple Facebook post spending only $42. Click here to see how I did it

      {{ DiscussionBoard.errors[10686685].message }}
  • Profile picture of the author EPoltrack77
    Most teens do not have any money either that why my advertising starts at the age of 23 because I have found these to be much more responsive then young teens.
    {{ DiscussionBoard.errors[10686672].message }}
  • Profile picture of the author basteluna
    Teenagers aren't that inclined with e-mail. They are more into social media. They only use e-mail when the need arises like when the teacher tell them to. Maybe because they don't see fun and entertainment through e-mailing.
    {{ DiscussionBoard.errors[10686680].message }}
  • Profile picture of the author agmccall
    I might try targeting the parents, who probably use email, instead of the kids

    al
    Signature
    The Flu? Not worthy of a mention here???
    {{ DiscussionBoard.errors[10686745].message }}
  • Profile picture of the author jeffreydale
    You need an email to register on pretty much every social media platform out there, so no I don't buy this.
    Signature

    Full-time entrepreneur | YouTuber | Ecom Coach | Social Media Expert
    https://www.youtube.com/channel/UCn6...is36wfg/videos

    {{ DiscussionBoard.errors[10686855].message }}
  • Profile picture of the author CityCowboy
    Yes they do use Emails, but not like adults their more into Social media(snapchat,IG).

    Plus Email marketing won't work with them, because they need their parents permission to buy what you will promote to them.

    However, there are some Email service providers(like Listwire), that allows you to send your Emails to their social media accounts in the form of Facebook or Twitter notifications.... This way you will know for sure that they will be more likely to respond.

    Do yes, Email marketing works with teens!
    {{ DiscussionBoard.errors[10686887].message }}
  • Profile picture of the author discrat
    I do think the teenagers are using Social media and will continue to do so and get more heavily involved.
    as time goes by ! And less concentration on Email

    But when you do become a young adult out on your own (much like snail mail ) email will always have some relevancy,imo

    Business Owners and Upper Mgt. in companies are traditionally over 30. I don't see that changing much and email will still be a viable means of Communication for a long time


    - Robert Andrew
    {{ DiscussionBoard.errors[10686909].message }}
  • Profile picture of the author Tom Jackman
    instagram, facebook, twitter are used in common now
    {{ DiscussionBoard.errors[10686986].message }}
  • Profile picture of the author Robscom
    My teens don't use email and ridicule me for using it. They roll their eyes when I mention it.

    On the other hand, they have no money. I do.

    Purely anecdotal. Target whichever group you choose. Just giving my experience.
    Signature
    "Do. Or do not. There is no 'try.'" -- Yoda
    {{ DiscussionBoard.errors[10687001].message }}
  • Profile picture of the author kilgore
    Not exactly what you're asking, but you might find this article interesting:

    "Are You There, Teenagers? A Newsletter Aims for Your Inbox"
    http://www.nytimes.com/2016/02/08/bu...our-inbox.html

    One quote:

    "Research backs that up, and also suggests that millennial women use email as a tool more than their male counterparts, MaryLeigh Bliss, chief content officer of the millennial research firm YPulse, said in an email. YPulse conducts quarterly surveys of 1,000 teenagers, and Ms. Bliss said that 45 percent of women ages 13 to 33 report getting daily or weekly newsletters by email.

    The research suggests that younger women, ages 13 to 17, don’t check their email as frequently but begin to develop it as a habit as they grow up, Ms. Bliss said."

    So as usual, you can't necessarily generalize. Some teens use email, some don't. So it largely depends on your business, your product and who you're targeting.
    {{ DiscussionBoard.errors[10687017].message }}
  • Profile picture of the author superowid
    Teens do use email, but in another shape (with strong social media correlation).
    And teens do HAVE MONEY, but again... in another shape.
    And somehow... teens always tend to have multiple emails for each of them... for each different purposes they want.
    And yes... they love to do most of all things they like from their mobile smart-phones.
    Teens do spend a lot of REAL CASH than online transaction, due to their teen-ages.
    Signature

    Hard time to keep promoting business? Don't worry!
    JUST USE MY GRAPHIC & VIDEO SERVICES
    . . . . . Let me help cutting your ad production cost! . . . . .
    {{ DiscussionBoard.errors[10687031].message }}
  • Profile picture of the author Kurt
    Isn't Snapchat where all the youngins hang out?
    Signature
    Discover the fastest and easiest ways to create your own valuable products.
    Tons of FREE Public Domain content you can use to make your own content, PLR, digital and POD products.
    {{ DiscussionBoard.errors[10687145].message }}
  • Profile picture of the author seobro
    Actually, a lot of teens do not use email any more. They use SLACK now.

    {{ DiscussionBoard.errors[10687425].message }}
  • Profile picture of the author Regional Warrior
    I would just to to a coffee shop and asked a bunch of teens going to college if they use email

    simple as
    {{ DiscussionBoard.errors[10687443].message }}
  • Profile picture of the author Gambino
    I may buy that teens don't use email as a way to communicate regularly. Most people don't anymore.

    But I find it hard to believe that teens don't use email at all. When major businesses are capturing emails of that demographic, there's a reason.

    I do agree with the poster above that said to target the parents. That's a niche and age group they'll have a lot of influence over. In my opinion, you might be better off finding another client. A wise man once said " you can't fix stupid."

    In fact, any 18-19 year old that's in college or applying to college is going to have an email. You think colleges are going to be sending these kids snapchats or Facebook messages?
    {{ DiscussionBoard.errors[10687450].message }}
  • Profile picture of the author ChrisBa
    Originally Posted by Peter Adamson View Post

    I have a client whose product is student accommodation. They are targeting high school seniors who are going to university in the fall. They use social media heavily but have no lead magnet and no email strategy. They tell me that 18 year olds do not use email, that it is for the older generation. I am not so sure.

    My questions:
    - Does anybody here target 18/19 year-olds and what balance of social media / email do you use?
    - Is there any way to deliver the lead magnet, followed up with content-rich messages and occasional promotions without using email? I haven't found one.
    Just thinking to myself, I would think teens would use more text messaging and Facebook messaging than email, but that's just my thoughts with no research
    {{ DiscussionBoard.errors[10687452].message }}
  • Profile picture of the author GforceSage
    Teens = SnapChat > Text > Twitter > Instagram > Check email when they get around to it and...

    Looking to be "in" on the next trend, which may be Slack.
    {{ DiscussionBoard.errors[10687498].message }}
  • Profile picture of the author maggyuzon
    Teens use e-mail only when it is important. They don't check it regularly unlike their social media. They check their e-mails occasionally. Only when they are waiting for an important message.
    {{ DiscussionBoard.errors[10687519].message }}
  • Profile picture of the author Profit Traveler
    Great post. You guys just made me too curious!

    Based on my quick research just make sure your email has to do with a discount on Food , Clothing, or Gadgets.
    {{ DiscussionBoard.errors[10687752].message }}
  • Profile picture of the author Lei HP
    Reddit is an amazing traffic source for this.
    {{ DiscussionBoard.errors[10687756].message }}
  • Profile picture of the author Peter Adamson
    Thanks everyone for all this good input. Just to clarify, we are talking *late* teens here, A-level students (high school seniors) headed for university. I spoke to one yesterday. I made sure she was speaking for everyone she knew, not just herself. Combining this with bits from this thread, here is my conclusion:
    - young teens do not need email because they do not communicate a lot outside their circle of friends
    - by the end of high school everyone has an email account
    - email at that age is mostly used for receiving promotions, submitting course work etc
    - some check their mail every day, some once a week, it varies
    - it would therefore be unwise to neglect email as part of a marketing strategy to reach young high school graduates headed for university
    Signature
    Could You Be Squeezing More Sales Out Of Your Traffic ?
    Free Report
    {{ DiscussionBoard.errors[10688143].message }}
    • Profile picture of the author Sid Hale
      Hey Peter,

      Originally Posted by Peter Adamson View Post

      - some check their mail every day, some once a week, it varies
      It is important to note that this particular finding is also right in line with adult usage of email.

      IM'ers probably check email one or more times per day, but the typical adult consumer is often much less religious (anxious) about their email, and it sounds like your target market in NOT atypical.
      Signature

      Sid Hale
      Coming Soon... Rapid Action Profits (Pro)

      {{ DiscussionBoard.errors[10688248].message }}
  • Profile picture of the author mikeyman120
    I don't have any info on if teens are not using email but from my experience with Instagram and recently I got on Snapchat that even though the young are on these platforms or apps they usually use KIK the instant messaging App on the App Store and most probably on Android also. It seems to be the prefered method of communication with the young. I know its extremely popular on Instagram. People are putting their Kik username in the bio to contact them and also I see loads of comments that say "hit me up on Kik" so it seems very popular with teens.
    {{ DiscussionBoard.errors[10689159].message }}
  • Profile picture of the author sedapmain
    so does email marketing will die in the next few years ?
    Signature

    Are You Still Dumb And Stupid, Still Unable To Make Money In WF ? Have You Tried This Rare Fast Money Method ?

    {{ DiscussionBoard.errors[10689165].message }}
  • Profile picture of the author liezlekate
    If you are targeting teens then you rather do social media marketing. Teens are not that too dependent on e-mails. Others just create e-mail because they need it to sign up to their social media accounts.
    {{ DiscussionBoard.errors[10689173].message }}
  • Profile picture of the author MarkAse
    So my wife's a high school counselor and given that Universities and even her high school send announcements via email, I think they'd be surprised to hear that kids don't use email any longer. Frankly, that's a pretty strange statement. Do they use it differently than does a 60 year old? Yes, but that doesn't mean they don't use it.

    Generally speaking their level of "delete" is quicker and higher than an adult. Even the hint that you're marketing and you're done. They've seen it all before, ten times.

    Also, anyone suggesting that teens are using FB messgener is simply wrong. It might barely crack the top 5 used social networks at a high school these days (IMO, Instagram and Snapchat are 1/2).
    Signature

    My current project, the Uncorked Ventures Wine Club. More coming soon, here.

    {{ DiscussionBoard.errors[10689761].message }}
  • Profile picture of the author Aart95
    I'm 20 years old and saying teens don't use email is definately not true. From my perspective I notice teens actually do use email very often however they don't care for promotion emails

    Best way to approach is probably social media, especially instagram
    Signature

    dronerkebab.com

    {{ DiscussionBoard.errors[10690104].message }}
  • Profile picture of the author fitnessk
    Teens still use email. Ofcourse they spend more time on social meda, but they even need an email account to sign up for social media!
    {{ DiscussionBoard.errors[10690108].message }}
  • Profile picture of the author Edwin Torres
    Teens care more about the brand than the product. Tai Lopez taught me that. Get on SnapChat, and on Twitter. That's where teenagers spend all their time.
    {{ DiscussionBoard.errors[10691217].message }}
  • Profile picture of the author dgaunn4114
    I'm 23, so I'm getting to the point where I am also removed from teenagers, and having insight into them. Still, I work at a camp over the summer where many of my fellow counsellors are teens in 14-17 or so and none of them have facebook pages anymore. They've moved to smartphone heavy social networks like Snapchat and Instagram. I've heard of Periscope but only have a vague idea what it is.

    That being said, they do still have to use email because it is how many schools primarily communicate. It is a necessity. If you want to communicate quickly with this generation texting is the way to do it, but getting the permission to send texts can be difficult. Best way to do it is a 4 or 5 digit number that people text a word to and become a part of their list.
    {{ DiscussionBoard.errors[10692796].message }}
    • Profile picture of the author discrat
      Originally Posted by dgaunn4114 View Post

      That being said, they do still have to use email because it is how many schools primarily communicate. It is a necessity. fficult. Best way to do it is a 4 or 5 digit number that people text a word to and become a part of their list.
      Yep you get in the real World away from Mommy and Daddy's roof sooner or later you will have to engage via Email


      -Robert Andrew
      {{ DiscussionBoard.errors[10694254].message }}
  • Profile picture of the author avasummerdiaz
    Teens don't use e-mail that often because they find it boring. Maybe you have to create something that might engage them into e-mailing. You could try doing rewards if you're generous enough.
    {{ DiscussionBoard.errors[10693107].message }}

Trending Topics