Often considered elusive, Gen Z really does read their emails. But their expectations are specific, and their usage is quite different from previous generations. To adapt your campaigns, it isn’t enough to modernize your tone or design—you need to understand the real email habits of Gen Z. In this article, we bust clichés, analyze the numbers, and—most importantly—give you concrete ways to optimize your email strategy for young audiences.
Table of contents- How Gen Z uses email
- Key email stats among young audiences
- Stereotypes vs. reality about Gen Z
- 5 tips to better target Gen Z
- Comparison table of effective levers
- In short: Gen Z & email—habits, stats, myths, and tips
How Gen Z uses email
Contrary to popular belief, young people don’t avoid email. They use it in several contexts:
- For professional or administrative exchanges
- To subscribe to content and receive offers
- To follow brand or media newsletters
They expect short, readable, mobile-first messages that deliver immediate value. Digital communication for young audiences must be fast, seamless, and user-centered. Email in a social context (social networks, trends, community) is also highly appreciated.
Key email stats among young audiences
- 85% of 18–24-year-olds check their email at least once a day
- The smartphone is the primary access point (nearly 70% of opens)
- Email open rates among young people vary widely based on subject line, send time, and design
- Visual content (GIFs, video, subtle emojis) improves clicks
These figures confirm that Gen Z is sensitive to details. Adapting your strategy to Gen Z’s email preferences is essential to avoid unsubscribes or indifference.
Stereotypes vs. reality about Gen Z
No, young people don’t live only on TikTok. And no, they don’t hate emails. Here are a few gaps between perception and reality:
- Myth: Gen Z doesn’t read their emails
Reality: they do—but quickly, often via notifications - Myth: newsletters don’t interest them
Reality: they subscribe if they’re useful, exclusive, or personalized - Myth: they don’t want email marketing
Reality: they want relevant, well-targeted emails that respect their attention
Understanding these gaps helps you build a Gen Z email marketing strategy that truly matches their expectations.
5 tips to better target Gen Z
- Polish the subject line and preheader—on mobile, that’s where everything happens
- Use visuals, stories, and immersive content
- Respect their time: be concise and get to the point
- Create value: exclusive offers, gated content, a personalized tone
- Analyze performance with Mindbaz dashboards to fine-tune your campaigns
Adapting email to Gen Z means accepting that attention is volatile—but expectations for quality are high. Tools like SafeSend or Mindbaz’s data-cleaning service also help prevent skewed results from fake clicks or bots.
Comparison table of effective levers
| Email lever | Impact on Gen Z | Recommendation |
|---|---|---|
| Mobile-responsive email | Essential | Always test on mobile before sending |
| Personalized email | High attention to first name and targeted content | Use Mindbaz segmentation |
| Short email with a visual | High click-through performance | Favor GIFs or image + single CTA |
| Controlled frequency | High unsubscribe risk if you send too many emails | Prioritize quality over quantity |
| Topic-focused newsletter | Good engagement if the topic is well targeted | Analyze performance by segment |
No time to read it all? Here’s the recap
In short: Gen Z & email—habits, stats, myths, and tips
- Gen Z uses email for work, personal, and informational needs—provided messages are relevant and well designed.
- Mobile is their main access point, and quick reading requires concise, engaging content.
- Common ideas about their disinterest in email are unfounded: they like useful, exclusive, personalized newsletters.
- Impactful visuals, a sharp subject line, and granular segmentation boost engagement among younger audiences.
- Mindbaz tools like SafeSend, Dashboards, and data cleaning help you target effectively and keep stats reliable.
How can you adapt your emails to better reach Gen Z?
By using visual content, direct messages, an authentic tone, and perfect mobile compatibility, you can capture Gen Z’s attention and engage them long-term via email.
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