It's tempting. You see a subscriber in 19 and think: "Ah, Gen Z. I know what they want – TikTok, protein power and wireless earbuds." But if you're segmenting your email marketing list based solely on age, you're playing a dangerous game of stereotypes.

Let's unpack why that's a bad idea – and what to do instead.

The Myth of the Monolith: Gen Z Isn't One-Size-Fits-All

Gen Z or Generation Z (loosely defined as those born between 1997 and 2027) are often lumped together as tech-obsessed, wellness-focused, entrepreneurially-minded digital natives. There's some truth there – but generalising on that level won't help you convert.

Some Gen Zers are minimalist spenders, others are impulsive buyers. Some follow eco-conscious micro-brands, others just want fast delivery from Amazon. Preferences vary dramatically depending on income, location, education, lifestyle and even device usage.

Bottom line: Gen Z is not a niche – they're a demographic. Don't treat them like a buyer persona.

Age-Based Segmentation: Too Broad to Be Useful

Email segmentation is the secret sauce of personalisation. But segmenting by age alone is like targeting "anyone with a nose". It's broad, it's bland, and it misses the deeper motivations that drive action. 

For example – 

• Yes, Gen Z uses mobiles – exclusively in many cases. But that doesn't tell you what they'll click on.
• Yes, they care about wellness. But do they want yoga mats or fitness apps? Smoothies or supplements?
• Yes, they're price-sensitive. But are they buying cheap or waiting for quality at a discount?

Segment by behaviour, interests, purchase history, and engagement level instead.

What Actually Works with Gen Z Email Marketing?

Here's what research (and experience) shows actually moves this audience – 

• Mobile-first design. This isn't optional. If your emails don't load fast, scroll easily, and have tappable CTAs, you're losing them.
• Short, sharp messaging. They skim. So get to the point. Use bold headlines, emoji (sparingly), and direct CTAs.
• Purpose-driven content. Gen Z is more values-conscious. If your brand supports sustainability, inclusivity, or transparency – say it. Mean it.
• Social proof + social sync. This generation lives online. Highlight reviews, user-generated content, or influencers they recognise. And make sure your emails connect to the platforms they're on.
• Interactive + visual emails. They respond to movement: GIFs, polls, carousels, and video embeds increase engagement.

Segment Smarter, Not Broader

Instead of relying on the Gen Z label, ask yourself – 

• Have they purchased before?
• What categories are they browsing?
• When do they engage – day, time, device?
• Are they responding to sales, content, or community?

Use your ESP's data to create dynamic segments based on behavioural triggers and lifecycle stage, not just age.

That's how you personalise at scale – and get better ROI.

Treating GenZ as a homogenous marketing segment is like putting everyone over 50 into the same email list and calling it "Boomers Who Love Beige". Lazy, ineffective, and borderline insulting.

You have the data. Use it to craft targeted, relevant, and high-performing campaigns – whatever the age group.

After all, great email marketing isn't about who they are – it's about what they do.