9 Best Practices for Writing for Millennials in eCommerce
Buying online is something that Millennials (ages 23 to 38 in 2019) do often and willingly. They make more than 50 percent of their purchases online because they perceive it as more convenient and quicker than the traditional way.
In fact, Millennial spending in the U.S. is expected to reach $1.4 trillion, which makes up 30 percent of total retail sales in the country, claims TotalRetail. However, to get a piece of this business, brands need to go an extra mile to reach Millennials with Ecommerce writing.
For example, this generation is quite unique in their buying behaviors because they are known to display these distinct characteristics:
· They’re open to trying new products and services. Millennials are totally okay with trying new things that were produced using innovative methods. That’s why their brand loyalty is often quite low even if they had positive experiences with that brand
· They want products/services to make them feel good. Millennials claim that they prefer purchases that express their personality and lifestyle, and ready to sacrifice quantity over quality
· They trust endorsements from peers. That’s why influencer marketing and online reviews are huge these days in online marketing
· They value relevancy and personalization. Millennials appreciate when businesses try to make their content and ads relevant to them, which means that brands need to research their target audiences to understand how to resonate with them.
Sounds like a lot of work for eCommerce writers, right?
In this article, let’s define the best eCommerce copywriting practices so you know how to reach this unique generation and make them fall in love with your brand.
Practice #1: Speak their language
Millennials appreciate it when brands talk to them in a casual, formal style because that’s how they communicate with everybody else. For example, take a look at this product description of Birthday Baby robe from Highway Robery, a brand that sells kimono-style robes.
Why it’s great:
· The writer calls the readers “sweet birthday babies”
· The writer offers to imagine the experience that the product can deliver
· The writer lets the customers know that the product is quality by mentioning the materials.
This product description speaks to Millennials readers because it doesn’t sound “salesy” and is written in the style they appreciate.
Practice #2: Make it short and sweet
Take one more look at the Birthday Baby robe description above. The writer has managed to create a great, Millennial-style copy in just one sentence. The reason behind this decision is simple: this generation has a pretty short attention span. In fact, CNBC cited a study by comScore that found it was just 5 seconds.
So if you’re an owner of an eCommerce store who wants to target Millennials, you’re going to have to make your product descriptions concise. Failure to do so dramatically increases the chance that they simply won’t bother reading your content.
Practice #3: Let them know your purpose
It’s a known fact that Millennials prefer socially responsible brands that take a stand on social issues and support their communities. This generation saw numerous brands using child labor and polluting the environment, so they learned that social responsibility is something that differentiates a great brand from others.
That’s why they demand corporate social responsibility and a specific mission from brands. According to Millennials, a purpose tends to lean into support for something special, which is something they appreciate.
That’s one of the reasons why brand storytelling is so popular right now. For example, Timberland is one of the most prominent examples of socially responsible brands. The company has a “Responsibility” section on their website where they describe what they stand for.
See that? That’s music to Millennials’ ears.
Practice #4: Support your claims
As it was mentioned in the introduction, Millennials value peer endorsement and use it to make buying decisions. This means that even the best product in the world won’t help you with selling big unless your claims are backed up with experiences of customers.
To win the trust of Millennial customers, you need to include a review section on your website and encourage visitors to take a look at what other people are saying about your products.
Timberland, for example, has review sections for each product on their website.
The review section is actually amazing and offers easy navigation as well as lots of useful details that customers can use to make a buying decision.
The writer did a really good job at describing various product characteristics (“Feels true to size,” “Feels full size too small” etc.), so any Millennial visitor will definitely take a look at what the reviews have to say.
Practice #5: Don’t forget to proofread
It goes without saying that proofreading is a major consideration when writing for eCommerce, so make sure you check everything you put out there. Every product description, website copy, and email copy should be perfect and polished, otherwise, you’re running a risk of being perceived as unprofessional.
“Reputation is everything in today’s eCommerce,” says Sam Black, an editor from Studicus. “Even one mistake can cause damage to reputation and credibility that you’ve worked so hard on building, so don’t risk it.”
Practice #6: Make it easy to scan your copies
We already know that large copy is not a good way to attract the attention of Millennials, but making your text even more attractive requires you to make it scannable.
· Breaking content into easily digestible chunks (one- or two-sentence paragraphs)
· Using headings and subheading to differentiate information
For example, here’s how Nike does it for the description of Kyrie Low by You shoes.
The writer uses bold headings to differentiate the product’s features, which makes it really easy to get the most important information.
Practice #7: Keep your copies customer-centered
If you read the product description in the previous section, you’ll notice that the writer describes the benefits for the reader rather than simply outlines the product’s features.
That’s what customer-centered copywriting is all about: instead of focusing on the product, you should focus on the benefits and advantages it provides for customers.
Customer-centered (Nike’s description above)
Made from synthetic mesh materials
Mesh keeps air flowing to help your feet stay cool
Features a leather cross-strap on top of the lace-up system
Foot strap helps keep your foot locked in while adding stability in the heel
Since customer-centered has more value for your audience, consider writing in this style to capture the attention of Millennials.
Practice #8: Write intriguing email subject linesSubject lines are the first thing that your customers see in their inbox, so you need to do your best to capture their attention and convince to open your messages. In fact, 47 percent of people say they open emails based on subject lines.
Reasons for opening an email. Credit: Super Office
So, since Millennials’ inboxes are typically filled with promotional messages, we have to make short, to the point, customer-centered, and eye-catching. Here are some examples from various brands.
· “Your favorite snow gear on sale this weekend” (Timberland announcing a sale)
· “Stay the night at a movie location!” (Tripadvisor about a special offer)
· “When is the best time to post on Instagram in 2019? [Cheat sheet]” (Hubspot promoting fresh tips for digital marketers)
· “Don't Forget to Celebrate our 10th Birthday with 50 % off” (Digital Marketing Institute announcing their anniversary celebration and huge discounts on courses).
Practice #9: Write personalized, customer-focused email copies
58 percent of Millennials prefer brands to contact them with emails, so having an email marketing plan in place is a must to eCommerce businesses. To make your messages more compelling, you should personalize them and appeal to Millennials’ desire for new experiences.
For example, here’s how Accor Hotels does it.
The mail is fantastic for targeting Millennial customers because:
· It’s fairly personalized. The brand addresses the recipient by name in the copy
· The copy is short and sweet, just like Millennials love
· The copy concisely describes the benefits for the recipient using natural, conversational language
· The email invites the recipient to visit new places by offering a good deal.
There you have it, 9 best practices for eCommerce writing to attract Millennial customers. Be sure to remember what sets them apart from other generations and build your content marketing from there. Hopefully, you’ll use some of the practices you’ve just read about, too!
About the Author:
Linda Grandes is a former journalist who found her passion for blogging. She is a blogger at Studyton.com. Moreover, Linda is a highly-appreciated writer at WoWGrade.net. Linda is best-known for her marketing experiences and for the passion she puts in her writing pieces. She enjoys sharing her learnings with her readers and enjoys hearing success stories of her readers applying her tips and tricks on various areas.