Email Trend to Try: Engaging Millennials
Millennials are the masters of customization and have come to expect almost every aspect of their lives can be tailored to meets their needs. This means if brands want their attention, loyalty, and their money, they need to pay attention to what Millennials want and how they act. And while Millennials are leading the charge, when you think about it, who doesn’t enjoy custom perks that make us feel special? So, if you can capture the attention of the Millennial generation, it stands to reason that other demographics will follow as well, and hopefully grow your brand. But first you need to understand your customer.
Marriott Rewards rolled out a campaign last year that gave their loyalty members a
travel personality based on their booking history.
Personas included: Rock Star, Cover Band, Touring Act, Karaoke Star, Record Producer, Undiscovered Talent, and DJ. Individuals were also shown a breakdown of their activities and what other behaviors travelers in their category were likely engage in. For example, travelers with Cover Band status were more likely to save their points for a free night, travel last minute for a good deal, and like road trips. Not only was this approach a fun way to connect with its rewards members, but it also reinforced to the guests that they mattered and Marriott was paying attention. Remember, sometimes it is the littlest things that make a big impact. Check out the fun way the
Royal Park Hotel recently accommodated a guest’s specific request
here. Tell us in the comments ways you’ve noticed brands engaging Millennials.