business messaging blog
Engaging Millennials: Stick with text
Scott Navratil

For a long time, marketers have tried to analyze Millennials and their shopping habits in order to figure out how to win their business. They are a most likely a huge part of your customer base, so being able to gain them as customers in invaluable. And since they are unlike any generation before them, it has been difficult for a lot of businesses to really grasp how to keep them engaged. But now we know that texting is key. According to Mobile Marketing Watch, a new study shows that 75% of Millennials prefer texting communication with businesses over phone calls.

About the study

The study was done by OpenMarket and surveyed 500 Millennials in the US asking them their preferred method of communication with businesses. The study showed that texting is the obvious choice, especially when it comes to 2-way communication. Of those surveyed, 60% said they prefer 2-way communication from businesses because it is fast and easy to use. One of the most fascinating statistics from the survey showed that 83% of Millennials open their text messages within 90 seconds of receiving them, meaning information can be conveyed very quickly. And for your customer service, it is good to know that 80% of Millennials would prefer to text customer service instead of calling and waiting on hold.

Why is texting preferred?

Millennials have grown up in a world with the Internet, video games, cell phones, and infinite ways of keeping themselves busy. Because there is so much to do, they don’t want to waste any time. Using the phone or taking the time to compose an appropriate email takes too long. On the other hand, a text is something they can send off and completely forget about the next second, even if they are hoping for a response. Plus, with a text, you get much clearer information, so nothing is lost in transition. Being able to get a text for an appointment reminder means a Millennial can quickly add it to their calendar through their phone instead of having to be available right when a call comes in and trying to maneuver repeat information.

It really is the fastest and easiest way to communicate for Millennials, so your company should consider using texting for all communications.

What your business should change

Since 2-way communication is valuable to customers, especially in customer service situations, your company needs to initiate an artificial intelligence texting platform that can immediately respond with answers to your customer’s questions. Every customer should have a portal that allows them to determine what kind of texts they’d like to receive, but this will depend on your business. Most Millennials would prefer their doctor send a text for appointment reminders instead of calling. Payment reminders, delivery notifications, and even fraud alerts were all things Millennials answered that they’d prefer to receive as texts in the survey, so whatever your product or service is, texting will keep Millennials engaged and give them the communication they want.

Source: Mobile Marketing Watch

Chantel Fullilove

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