Email marketing has long been a trusted tool in digital marketing — especially for Gen X consumers who’ve grown up with inboxes as a primary communication channel. But as Gen Z enters the marketplace in full force, the question arises: Is email still effective for younger audiences? Or is it time to shift our strategy?
In this article, we’ll explore how Gen X and Gen Z interact with email marketing, the best practices for each, and how brands can bridge the gap to make the inbox matter for both generations.
📬 Gen X: The Loyal Email Reader
Born between 1965 and 1980, Gen X has been using email since the dawn of the internet. They trust it. They read it. And they often act on it — especially when it’s value-packed.
What Works for Gen X:
- Professional formatting — clean, no-fluff layouts
- Helpful content — how-tos, guides, product tips
- Exclusive offers — discounts, early access, loyalty perks
- Consistent timing — newsletters they can rely on
Pro Tip: For Gen X, your email list is still gold. Make it easy to subscribe, personalise content based on past actions, and maintain a predictable rhythm.
📱 Gen Z: Not Anti-Email — But Email-Agnostic
Gen Z (born roughly between 1997 and 2012) has grown up on messaging apps, DMs, and real-time communication. Email feels slower and more formal — not necessarily their first stop for brand interaction.
However, that doesn’t mean they ignore it. In fact, they’ll open and engage — if it feels worth their time.
What Works for Gen Z:
- Visually engaging emails — animated gifs, bold colors, mobile-first layouts
- Short and playful copy — keep it human and skimmable
- Strong subject lines — emojis, humor, or a sense of urgency
- Values alignment — sustainability, inclusivity, transparency
Pro Tip: If you want Gen Z to open your emails, don’t sound like a brand. Sound like a friend who gets them.
📊 Gen X vs Gen Z: Quick Comparison
| Aspect | Gen X | Gen Z |
|---|---|---|
| Open Rate Drivers | Brand trust, subject clarity | Catchy subject line, curiosity |
| Content Preference | Detailed, informative | Visual, snappy |
| Device Usage | Desktop & Mobile | Mobile-first |
| CTA Style | Direct & benefit-led | Playful & urgent |
🧩 How to Design Emails That Speak to Both Generations
1. Use Smart Segmentation
Don’t send one-size-fits-all emails. Use tags and segments to tailor tone, offers, and visuals based on age or behavior.
2. Be Mobile-First, Always
Gen Z demands it. Gen X appreciates it. Your emails should look amazing on a phone — no exceptions.
3. Test Subject Lines Aggressively
Split test Gen Z-style curiosity hooks against Gen X-style straightforward benefits. Let the data decide what works best.
4. Make It Visually Engaging
Use images, GIFs, short videos, and bold headlines to keep attention. Even Gen X enjoys a little flair — as long as it doesn’t slow things down.
5. Include Clear, Personalised CTAs
Personalisation increases engagement across all age groups. Make your CTAs meaningful and relevant to the reader’s journey.
💡 Final Thoughts
Email marketing is far from dead — but it’s evolving. Gen X still loves it when done right. Gen Z will engage when it speaks their language.
The key is knowing your audience and creating campaigns that feel tailor-made. With segmentation, creativity, and a mobile-first mindset, you can turn email into a high-performing channel across generations.
Need Help Crafting Emails That Work for Every Generation?
We’re a father-daughter team that lives and breathes the Gen X and Gen Z mindset. Let’s work together to make your next campaign land in the right inbox — and actually get read.
Let’s Chat or call 07712.105.711 today.