Email has long been the bedrock of digital communication, especially in the workplace and marketing. But in an age of TikTok DMs, Snapchat Streaks, and Discord servers, it’s fair to ask: Does Gen Z even care about email?
Born between 1997 and 2012, Generation Z grew up in a world of instant messaging, real-time updates, and short-form content. As they enter and reshape the workforce—and emerge as key consumers—the way they engage with communication platforms is causing marketers and business leaders to rethink their email strategies.
In this article, we’ll explore:
- How Gen Z uses email
- Why email still matters to them
- How businesses can adapt their email marketing for this generation
📱 Does Gen Z Use Email at All?
Yes—but differently.
Unlike Millennials, who grew up during the rise of email, Gen Z tends to use it more transactionally than socially. It’s not their default for personal interaction, but it remains essential for:
- Job applications and professional communication
- School and academic assignments
- Online shopping confirmations
- Signing up for apps and platforms
A 2024 study by Campaign Monitor found that 58% of Gen Zers check their email at least once daily, but only 22% prefer it as their primary communication tool.
In short: Gen Z uses email—because they have to. But if it’s boring, bloated, or outdated, they’ll ignore it.
🧠 Gen Z’s Attitudes Toward Email: What Makes It Work?
1. They Value Authenticity
Gen Z can spot a sales pitch from a mile away. Generic “Dear valued customer” emails are instantly ignored. They respond to content that feels:
- Human
- Transparent
- Aligned with their values (e.g., sustainability, inclusivity)
2. They Expect Mobile-First Design
This generation lives on their phones. Over 75% of Gen Z email interactions happen on mobile (Litmus, 2023). Emails that aren’t mobile-optimized—small text, slow loading images, bad layout—will be abandoned instantly.
3. They Have Short Attention Spans
Blame it on Reels or YouTube Shorts—either way, Gen Z wants concise, scannable content. Long blocks of text? Deleted.
- Use bullet points
- Include visuals or GIFs
- Get to the point fast
4. They’re Privacy-Conscious
Gen Z is more skeptical of data use than previous generations. They’re cautious about which brands they give their email addresses to and expect transparency:
- How will my data be used?
- Can I opt out easily?
- Do I trust this brand?
📈 Why Email Still Matters to Gen Z
Despite their preferences for instant messaging, email is not going away—even for Gen Z.
📌 Professional & Academic Life
From university applications to company onboarding, email is the universal tool for formal communication. No company is going to send a Slack DM to a candidate they just interviewed.
📌 Ecommerce & Receipts
Email is still the standard for:
- Order confirmations
- Shipping updates
- Promotional offers
According to HubSpot, 68% of Gen Z prefer to receive business communication via email over social media DMs—if the email is useful.
📌 Identity & Access
Every social app, platform, or service still requires an email address to sign up. Email functions as Gen Z’s digital passport.
💡 How to Make Email Work for Gen Z (Marketing Strategies)
To win Gen Z’s attention in the inbox, brands must rethink their strategies.
✅ 1. Ditch the Corporate Voice
Gen Z craves realness. Write like a human. Use emojis (when appropriate). Keep it conversational, but not unprofessional.
Before:
“Greetings, customer. We’re pleased to inform you of our seasonal promotion.”
After:
“🎉 You’ve got deals! Here’s 20% off—just because.”
✅ 2. Design for Mobile First
- Use large fonts
- Keep subject lines under 40 characters
- Ensure CTAs are thumb-friendly
- Use one-column layouts for easy scrolling
✅ 3. Add Interactive Content
- GIFs
- Polls
- “Shop now” carousels
- TikTok-style video snippets
Interactive content doesn’t just look good—it boosts engagement by up to 300% according to Litmus.
✅ 4. Be Transparent About Data
Add clear opt-ins, visible unsubscribe links, and a short note on how you handle data. This builds trust.
“We’ll only send stuff we think you’ll love. No spam. Ever.”
✅ 5. Focus on Personalization
Generic blasts don’t cut it anymore. Use smart segmentation and behavior-based triggers to deliver content that feels curated.
Instead of: “Check out our latest shoes!”
Try: “You loved our sneakers 👟—here are 3 more pairs just your style.”
✉️ Subject Lines That Get Gen Z to Open
A/B testing shows that Gen Z responds to curiosity, humor, and emojis. Here are a few high-performing formats:
- “Wait… did you forget this? 👀”
- “You deserve this today 💅”
- “Not to brag, but this deal’s 🔥”
- “Quick question about your style…”
Keep it:
- Casual
- Short (3–6 words ideally)
- Actionable
🧪 Case Studies: Brands Doing It Right
🌿 Glossier
Email campaigns feature:
- Conversational tone
- User-generated content
- Simple, beautiful visuals
👟 Nike
Segmented email content:
- Product drops based on gender and browsing history
- Clean mobile layout
- Time-sensitive CTAs that create urgency
🎓 Coursera
Educational content for Gen Z learners:
- Quick tips
- Infographics
- AI-based course suggestions
🔮 Conclusion: Gen Z Hasn’t Abandoned Email—They’re Redefining It
Gen Z may not be emotionally attached to email, but it remains an essential part of their digital experience. The key is to meet them where they are, not where marketers were in 2012.
Brands that adapt—by prioritizing mobile design, keeping it real, and respecting their audience’s intelligence—will not only earn opens and clicks, but long-term loyalty.
🔍 FAQs About Gen Z and Email
Q: Does Gen Z check email regularly?
Yes. Most Gen Zers check email daily for school, work, and online shopping—even if it’s not their favorite platform.
Q: What’s the best way to market to Gen Z via email?
Be brief, be real, and be mobile-optimized. Focus on relevance, personality, and clear value.
Q: Is email dead for Gen Z?
Not at all. Email is evolving with Gen Z—it just looks and feels different than before.