From their elusive slang to their unique social media preferences, seemingly everything about Gen Z simply hits different. 

But even though the second-youngest generation of consumers has their own unique tastes and preferences, brands can still market to them using classic messaging strategies. In fact, several of Gen Z’s favorite brands do just that! And they do it very well. 

Here, we’ll explore a cosmetics brand, an apparel and accessories brand, and a pet retailer who all know how to message Gen Z and truly connect with them.

To put it simply, you need to speak their language. For being the first digitally native generation that has an affinity to social media, Gen Z is very open-minded to receiving marketing messaging via other mediums. In fact . . .

• 20% of Gen Z consumers are open to the idea of text-to-buy functions, indicating a growing acceptance of SMS-based purchasing.
• 60% of Gen Z users reported using emails for online shopping, showing that email remains a relevant marketing channel for this demographic.

So let’s dive into 3 Gen Z-beloved companies whose messaging really works for young consumers. And not only will we show you why their approaches to messaging work . . . We’ll also share some inspirational and actionable tips to make your SMS and email messaging speak to Gen Z too!

e.l.f. Cosmetics: Energetic, Authentic Messaging

The e.l.f. Cosmetics brand has earned its honor of being the #1 cosmetics brand for Gen Z consumers. In fact, its popularity increased 13 points year-over-year, and it’s now cited as the favorite cosmetics brand of 29% of Gen Z women.

So What Works for e.l.f. Cosmetics? 

1. Their messaging is very personalized, offering product recommendations within their emails. This is a strategy that can’t be refused, as 74% of Gen Z are willing to share their hobbies and interests with brands for better service, suggesting an openness to personalized marketing.
2. Their branding and content are also friendly, transparent about the social causes they care about, and up-to-date on Gen Z slang without trying too hard. These efforts are critical to their young consumers, as authenticity is one of the most important aspects a brand can develop when messaging Gen Z.

Feeling Inspired? Apply It to Your Messaging!

Feeling inspired by e.l.f.’s exciting energy? You can bring a similar vibe to your email content when crafting great email subject lines with AI! In Backstroke’s email subject line generator, customize its settings to reflect: 

• Emojis: 👍
• Slang: Yep! 
•  Brand Voice: Casual
• Subject Lines: Trendy

From there, our email subject line creator will craft a handful of effective email subject lines that speak to young consumers in a fun, energetic voice they’re more likely to connect with.  

Kate Spade: Punny Copy & Continuous Discounts

This is Gen Z’s reported third-favorite handbag brand, behind Louis Vuitton and Coach, the latter of whom is their #1 favorite and shares a parent company with Kate Spade. 

So What Works for Kate Spade? 

1. Though Kate Spade doesn’t embrace Gen Z slang to the fullest extent, they have still curated a brand voice that is sophisticated with a touch of whimsy. Their penchant for puns can be found in copy across their entire online presence, from their website to their email program, playing into Gen Z’s desire for authenticity.
2. Gen Z wants it all . . . and they want it at the right price! Kate Spade knows this, as they make space for sales and discounts to their luxury goods across various messaging mediums. Approximately 42% of Gen Z consumers indicated they would choose not to shop with a brand if there were no discounts or sales available, so highlighting discounted goods is a must for retailers who need to connect with them.

Feeling Inspired? Apply It to Your Messaging!

Have a timely sale you want to send an email about? Take some inspiration from Kate Spade and apply it to your subject lines! In Backstroke’s email subject line generator, customize its settings to reflect: 

• Campaign: Specific Sale
• Promotion: Start of Sale
• Emojis: 👍
• Brand Voice: Casual
• Subject Lines: Trendy

Not only will you generate effective email subject lines in a snap, but the subject line generator will create messaging surrounding your sale that is statistically likely to drive engagement with subscribers. 

PetSmart: Personalization & Continuous Cost Savings

Young people like to joke that pets are the new kids, and for younger generations, that just might be true! Combined, Gen Z and Millennials account for nearly half of the pet-owning population in the U.S. Of course, pet product retailers like PetSmart are making the most of their love of animals. 

So What Works for PetSmart? 

1. PetSmart’s emails are all about personalization . . . So it's no wonder that “smart” is in their name! Personalized discounts resonate more with Gen Z than generic offers. They appreciate discounts that reflect their shopping habits and preferences, which can enhance their overall shopping experience.
2. PetSmart also rewards loyal customers and offers opportunities for subscribers to easily earn awards. This particularly works well for Gen Z consumers, as research indicates that 70% of Gen Zers belong to a paid loyalty program. Meanwhile, PetSmart’s Treats Rewards program is free, while still offering exclusive perks and experiences to its subscribers. And that’s even more appealing to the Gen Z consumer.

Feeling Inspired? Apply It to Your Messaging!

There are so many ways to personalize your email marketing and messaging content . . . even beyond Backstroke’s AI-powered email subject line generator!

In fact, we recommend you check out our blog post titled “5 Email Personalization Quick Wins” for an in-depth look into a few personalization tactics you can perform in the Backstroke Sandbox toolkit, such as: 

• Showing off your body
• Tailoring swiftly
• Spying on your competitors
• Getting triggered
• And establishing exclusivity

And now that you have inspiration from three beloved brands and retailers who are crushing it with Gen Z, go forth and generate great email subject lines and messages for your next campaign!