Although the study didn’t reveal what devices Millenials were checking email on, it’s safe to say that a significant percentage was checking it via mobile. This is why it’s important that organizations tweak (not abandon) their email strategy to reach Millennials and other target audiences who are increasingly using mobile email.
According to Cynthia Hamlin at Net Atlantic, Millennials who open and read your email are more likely than any other age group to share it on social networks. So make sure there is a web version of your email that your activists and donors can share on Facebook, Twitter, etc.
Hamlin also says that “Millennials are more than willing to signup for email campaigns; they are less concerned than older generations about spam or privacy. Since they have an endless supply of information available to them online, there has to be a compelling offer to entice them to share their email address or cell phone number.”
Designing emails for Millennials is important too, since emails need to be optimized for mobile devices.
By the way if your nonprofit is looking grow your email list, check out Care2's list building campaigns.