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Generation Y
Generation Z

Making Email Work For Membership: Is It Generational?

According to Marketing General’s 2012 Membership Marketing Benchmark Report, email is a favorite marketing tool for associations, but is your association using it effectively? Are you reaching Millennials and yes, even Gen Z via email?

According to Marketing General’s 2012 Membership Marketing Benchmark Report, email is a favorite marketing tool for associations, but is your association using it effectively? Are you reaching Millennials and yes, even Gen Z via email?

When it comes to using email for business, a recent CareerBuilder study shows that there isn’t much difference between the 55+ crowd and those between the ages of 25-35 preferring email as a way to communicate (which surprised me a bit) but that doesn’t mean they’re using email in the same way.

Millennials on email

The purpose of email seems pretty straight forward: to get, give or confirm information. But Gen Ys (also known as Millennials) are looking for more than just that; they want the why. If they don’t understand why they should care about what your association is sending, then you might not be getting the response you want, even if your open rate is great. Great, everyone opened your survey, but no one was compelled to take it.

And giving Millennials a ‘why’ doesn’t mean creating a lengthy message or call to action. Your members are not only busy, their inbox is only one of many online sources they go to that is saturated with content. Maybe that’s why 41% of teens and college students feel that email is dying out.

So, is email dying?

I don’t think so, but the way associations are using email marketing might be. We’ve known since at least 2009 that traditional email marketing won’t work on Millennials. When was the last time your association updated your approach?

Gen Y doesn’t think of email as fun. Email is for “official” business. But that doesn’t mean they aren’t looking for your brand in their inbox. Email may not have the fun features of Facebook, but it still serves a functional role in their lives. Millennials aren’t looking in their inbox for socializing, and it’s not their go-to spot for information, but it’s still a backseat function that they rely on.

Gen Z on email

I was recently talking to a member of Gen Z (born between 1996 and 2009) about how he communicates. I wasn’t surprised to find out he was on multiple social media sites, regularly texted his friends from his smartphone and had an email address.

Wait, what’s he doing with an email address?

He uses it to communicate with his grandmother…because she doesn’t text. That’s it. I’m not saying he speaks for the whole generation or his use of email won’t change, but it made me wonder where email is going for Gen Z. And your association should be thinking about this too.

I know you like email, and it must be working for your association if it’s a top choice for marketing, but you need to make sure you’re reaching the younger generations in a meaningful way. Maybe that means creating more compelling messages that appeal to the Millennial and Gen Z crowd, or maybe it means reaching out in other ways. If you want email to work for your membership, you need to know how they use it and what they want from you first.

How we use email and what we expect from our inbox is changing. Is it generational? Perhaps, but as the email interfaces we all use evolve, your email marketing needs to evolve too.

Zs came of age in an era of disruption

In many ways, it’s symbolic that Generation Z is named after the last letter in the alphabet because their arrival marks the end of clearly defined roles, traditions, and experiences. After all, Gen Z is coming of age on the heels of what has been referred to as the most disruptive decade of the last century. America has become an increasingly changing and complex place.

For example:

  • ‍Zs were born into a “modern family era” in which highly involved dads help out at home, and the nuclear family model (two parents, married, with children) represent only 46% of American households.
  • ‍Zs are the first generation to be born into a world where everything physical, from people to places to pennies, has a digital equivalent.
  • From the time they were infants, Zs had access to mobile technology. As a result, their brains have been trained to absorb large amounts of information, and Zs are especially adept at shifting between skills and subject matter.
  • Zs tend to have crystal-clear memories of sitting up for the first time at six months old because they can easily and quickly reference the photos and videos their parents shared on social media or saved in the “cloud”. 

Members of this generation have undoubtedly been shaped by crisis and disruption. This generation will largely be responsible for confronting the aftermath of the Great Recession, high youth unemployment, the effects of climate change, terrorism, energy sustainability, and more. These dark events have undoubtedly made this generation more cautious and pragmatic, but they have also provided this generation with the inspiration to change the world – and their grit will likely allow them to do it.

Coming of age during disruption means that most Zs will be comfortable being the disruptors. While Millennials tend to be collaborative and innovative, this generation tends to be sincere, reflective, thick-skinned, and self-directed, and will likely approach work in much the same way.

Zs were raised to be competitive

In the era following World War II, Boomers (1946-1964) were born and eventually became the wealthiest, most prosperous generation in history. Raised to aspire for the American Dream, this very large generation moved into positions of power and influence, and served as the workforce majority for 34 years.

With the American Dream alive and well, Boomers had no reason to teach their children, mostly Millennials, about competition. Instead, they taught them to focus on academic achievement and to be team players because if everyone works hard, everyone can win.

Enter Generation X (1965-1981). In contrast Boomers, Xers came of age during a time when change and economic and political uncertainty began to take root. They have lived through four recessions, struggled with debt and economic decline most of their lives, and watched the best educated and accomplished generation of all time (Millennials) graduate during the Great Recession and become the most debt-ridden generation in history.

Gen Xers can be defined by their independence and anti-status quo approach to life, and they have taught their Gen Z children to be competitive, believing only the best can win. They have encouraged their children to be realists, finding something they are good at and aggressively pursuing it.

Xers have raised their Zs with an intense focus on competitiveness -- in academics, sports, and other activities. This approach to parenting has many implications, but one stands out in terms of business: Gen Z is likely to lead.

Millennials in the workplace created and aggressively advocated for collaborative work environments. In fact, their aversion to leadership has been so strong, some Millennials sought out companies that boasted boss-free or team-managed workplaces.

In contrast, Zs have been raised with an individualistic, realistic, and competitive nature. They have been taught the skills to successfully defy the norm. This means we’re going to see the pendulum shift away from collaborative workplaces towards a widespread demand for, and pursuit of, leadership development.

Zs are career-focused.

While Millennials have been criticized for their “delayed adulthood”, Gen Z is showing signs of “early adulthood”. Educators and parents often describe this generation as being more serious and contemplative about the world. Zs are thinking about their career paths and exposing themselves to career training at an earlier age than Millennials. It’s probable that some of this early onset of adulthood is caused by parents, who are pressuring their children to be competitive and successful and to avoid the debt that plagued both the Gen Xers and Millennials.

The numbers from our global research found 46% of Gen Z said they know what career to pursue and 51% have taken a class at school focused on their career interests. Forty percent joined an extracurricular program (team, club) based on their career interests.

Zs are seeking financial security. 

Zs have been shaped by the aftermath of the Great Recession. They watched Millennials become debt-ridden and are concerned about falling into the same trap. XYZ University’s survey results show 66% of Zs said financial stability is more important than doing work they enjoy, which is the exact opposite of Millennial survey results.  Also, 71% of survey-takers have a paying job.

Zs value leaders who are positive and trustworthy.

When presented a list of leadership traits, Zs ranked positive and trustworthy the highest. While Millennials and Gen Zs both value trust in a leader, Millennials usually cite collaboration and vision as most important. In other words, Millennials focus on the outcomes leaders inspire, whereas Zs are more likely to consider leaders’ attitudes and personalities. To Z, what leaders encourage others to do isn’t as valuable as how they make them feel.


Zs want to be challenged.

Both Millennials and Gen Zs place a very high value on feeling challenged and appreciated in the workplace. However, according to our survey results Millennials rank appreciation slightly higher than challenge, whereas Zs rank feeling challenged slightly higher than appreciation.

Time will tell how Zs go down in history, but we know this generation’s influence on history will be unlike any other.


Does your organization have what it takes to engage the next generation? Take this quiz to find out.


Sarah Sladek is CEO of XYZ University. Our generational intelligence can assist you with engaging and retaining young talent and members.

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