Email Marketing Across Generations: What Works for Gen Z, Millennials & Boomers?

Estimated reading time: 7 minutes

Email marketing has been around for decades, yet it remains one of the most powerful digital marketing tools available. While social media trends rise and fall, email remains a direct, personal, and conversion-friendly communication channel. However, one key mistake many brands make is assuming that a one-size-fits-all email marketing strategy will work for everyone.

The truth? Each generation interacts with email differently.

What works for Gen Z won’t necessarily resonate with Millennials, and Baby Boomers expect something entirely different from an email marketing campaign. Gen Z ignores your email because it’s too long. Millennials open it but don’t click because it lacks personality. Boomers feel overwhelmed by the fancy GIFs and emojis. 

If you want your emails to convert, you need to adapt your strategy to fit each audience.

Gen Z and Email Marketing: Do They Even Use Email?

There’s a common belief that Gen Z (born 1997–2012) doesn’t use email because they grew up in an era dominated by instant messaging, social media, and short-form content. While it’s true that they prefer platforms like TikTok, Snapchat, and Instagram for casual communication, they still rely on email for school, work, and shopping.

However, Gen Z doesn’t engage with email in the same way older generations do. They’re used to fast-paced, visually stimulating content, and their attention spans are short. If your email doesn’t capture their interest within seconds, they’ll scroll past it or delete it without a second thought.

How to Make Email Marketing Work for Gen Z

1. Keep It Short and Visually Engaging.

Gen Z doesn’t read long emails — they scan. Lengthy text blocks will lose their interest almost immediately. Instead:

• Use bold headlines, bullet points, and short paragraphs to keep content digestible.
• Incorporate visual elements like GIFs, memes, and videos.
• Keep subject lines concise and intriguing — something that sparks curiosity.

2. Personalization Is Everything.

Gen Z has grown up in a world of hyper-personalized content. Their social media feeds, Netflix recommendations, and Spotify playlists are all tailored to their interests. They expect the same from email marketing.

• Address them by their first name.
• Customize offers based on past purchases or browsing behavior.

Use dynamic content — different email elements that change based on the recipient’s preferences.

Duolingo’s email marketing is one of the best examples of marketing for Gen Z. Funny, personalized, and highly engaging.  

3. Optimize for Mobile and Dark Mode.

Most Gen Z consumers check email on their phones, so your emails must be fully mobile-optimized. Also, a large portion of Gen Z users prefer dark mode — if your email design clashes with this, it could make your content unreadable. 

Working with complicated designs can be tricky, use GlockApps’ HTML Checker to make sure your emails look flawless across different platforms.

4. Leverage FOMO and Limited-Time Offers.

Gen Z is highly influenced by fear of missing out (FOMO). Campaigns that create a sense of urgency tend to perform well.

• Use subject lines like “Last Chance: 50% Off Ends Tonight” or “Only 10 Left in Stock”.
• Include countdown timers to emphasize urgency.
• Promote exclusive, limited-time offers that make them feel like they’re part of something special.

Millennials and Email Marketing

Millennials (born 1981–1996) grew up in the early days of the internet, and they’ve seen it evolve from dial-up connections to high-speed mobile access. They were among the first to embrace email as a primary communication tool, but over the years, they’ve developed high expectations for email marketing.

Millennials are more likely to open emails than Gen Z, but they won’t engage unless they find the content valuable.

How to Make Email Marketing Work for Millennials

1. Lead with Value.

Millennials aren’t just looking for discounts — they want useful, informative content. If your emails are purely promotional, they’ll start ignoring them. Instead, provide educational or engaging content alongside promotions.

• Offer exclusive tips, industry insights, or “how-to” guides related to your product.
• Use storytelling — Millennials connect with brands that tell compelling stories.
• Include user-generated content, testimonials, or customer success stories.

Vogue used incredible storytelling and played the “nostalgia” cards in this email, providing high value to the reader.

2. Test and Optimize Subject Lines.

Millennials judge an email by its subject line. They’re flooded with emails daily, so if your subject line doesn’t grab their attention, they won’t open it.

• Avoid generic lines like “Big Sale Now” — be creative and personal.
• Use curiosity-driven subject lines like “You Need to See This Before Midnight” or “Your VIP Access Is Ready”.

3. Build Loyalty and Community.

Millennials are highly brand-loyal, but only if they feel a genuine connection to the company.

• Implement loyalty programs with email-exclusive perks.
• Offer early access to sales, referral bonuses, and VIP treatment.
• Create a community-driven approach — highlight customers, feature testimonials, and engage in meaningful conversations.

Baby Boomers and Email Marketing

Baby Boomers (born 1946–1964) are the most email-savvy generation. They check their inboxes daily, read emails more thoroughly than younger generations, and are more likely to engage with well-structured content.

Unlike Gen Z and Millennials, Boomers prefer traditional, straightforward emails.

How to Make Email Marketing Work for Baby Boomers

1. Keep It Clear and Easy to Read.

• Use larger fonts and simple layouts — Boomers appreciate readability over aesthetics.
• Avoid complex jargon or trendy slang — keep it professional and to the point.

Use direct, action-oriented subject lines like “Special Offer for Our Valued Customers”.

Here, we can see that the New York Times was straight to the point with a clear offer and CTA.

2. Offer Traditional Contact Methods.

Boomers prefer human interaction over automated responses. Including a phone number in your emails can significantly increase engagement.

3. Provide Detailed, Trustworthy Information.

Boomers are careful shoppers who like to do their research. Offer in-depth product details, FAQs, and testimonials to help them make informed decisions.

Final Thoughts

The biggest mistake in email marketing is treating every audience the same.

Gen Z → Quick, visually engaging, mobile-first emails with a sense of urgency.
Millennials → Value-driven, personalized content that builds loyalty.
Boomers → Clear, detailed, traditional emails that build trust.

To succeed, segment your audience, test different styles, test your email deliverability, and analyze what works best. Email marketing isn’t dead; it needs to evolve for each generation.

FAQ