Read a great report by David Daniels from Forrester research entitled ”How Email Marketers Should

Capitalize On Youth Communication Patterns”.  Here are some quick findings from the report:

• 90% of US online youths (12-17) have at least 1 email account.
• Only 19% of US online youths are likely to opt-in to an email newsletter.
• 62% of US online youths will share or forward an email.
• Only 20% of US online youths will enter a contest – compared to 40% of US online adults who will.
• 40% of US online youths spend 1 to 4 hours per day on social sites.
• 40% of US online youths spend 1 to 4 hours per day on their cell phone.
• 41% of US online youths spend 1 hour texting.
• Only 6% of US online youths prefer email as their primary communication tool.
• 70% of US online youths spend less than an hour a day communicating via email.

So, is email marketing dead with the online youth??

Nope.

As an online marketer, you need to understand and take advantage of the behavior of your customer.  This is a GREAT audience for viral marketing.  First, make sure your email marketing messages can be shared easily.  Let this group spread the word for you.  Your email marketing needs to be to the point and be able to be pushed to Facebook, Twitter and MySpace.  Second, drop the contest for this age group.  Seems pointless when your customer doesn’t care about freebees.  Third, embrace mobile commerce.  Whether it be an app, or a mobile coupon, take advantage of what your customer is using to communicate.

The unanswered questions is how do you get this 12-17 age group engaged in your email marketing.  How do you get them to opt-in.  This is tough.  If you can’t get them to opt-in to email, get them connected via a fan or group page on Facebook or connect with them via Twitter.  You may have more success talking their language!

Chris Reighley is an eCommerce marketing professional, online consumer behavior expert and social marketing evangelist. He is currently working on a PhD in eCommerce for Northcentral University in Prescott Valley, Arizona.  Chris owned and operated many ecommerce retail stores in the music, golf and health & beauty categories.  Currently Chris is the Director of eCommerce at FillTek in Cincinnati, Ohio where he works with online retailers such as Hugo Boss, Tretorn, Tommy Hilfiger and Bluefly.