Businesses and marketers have been tailoring their communication tactics to connect with millennials—for good reason. Millennials are now the largest generation in America and Australia. Their spending power has also increased as they enter their prime earning years and pull in bigger paychecks.
Short message service (SMS) marketing can help you communicate with this generation and capitalize on their influence. Learn about millennials’ communication preferences and how to use these to your advantage.
Understanding Millennial Audiences
To successfully communicate with millennials, marketers and businesses must first understand who they are beyond the stereotypes. Learning about millennials’ values and priorities can help you craft messages that speak their language—literally and figuratively.
Millennials were born between 1981 and 1996 and grew up during a time of technological advancement and economic unpredictability. This has uniquely shaped their perspectives.
While they are often labeled lazy or excessively dependent on technology, millennials are among the most educated generations in America. Their educational background can impact everything from their demands in the workplace to their purchasing patterns and how they consume media. For example, higher levels of education may lead millennials to be more discerning toward content.
Millennials are also highly selective of the businesses they choose to support. One report has shown that 83% of millennials care about whether a brand aligns with their values. As those in this age group might still be affected by the global financial crisis from 2007 to 2008, they are much less likely to make purchases at random. Instead, they want to feel that their money is being spent on products and brands that are worth it.
As digital natives, millennials are tech-savvy and comfortable in the digital sphere—just under 95% of Americans in this age group own a smartphone. Beyond helping them stay connected, this generation uses platforms such as TikTok, X and Instagram as a source of entertainment and news.
In addition to preferring on-demand, sharable and authentic content, millennials value interactivity and customization. They can be more inclined to engage with brands offering personalized experiences and two-way communication.
How Do Millennials Communicate?
When it comes to millennials’ communication style, they appreciate efficiency, immediacy and a level of control. Though mobile-oriented, millennials have different opinions on the various digital channels. Instead of wordy emails and long phone calls, they want communications to be kept short and sweet. In fact, many members of this generation experience “phone anxiety”—the fear of making and receiving phone calls. They view calls as intrusive and time-consuming.
On the flip side, many millennials love texting. They feel there is much less pressure when communicating via SMS compared to other channels:
- 76% view SMS messaging as more convenient, allowing them to choose when and how to respond.
- 63% think that SMS is less disruptive than phone calls.
- 53% would rather send a text message than make a phone call.
Although this age group also uses social media to send and receive messages, these platforms tend to be cluttered. Brands trying to reach their millennial audience might risk getting lost in the noise or entirely overlooked. Due to this potential barrier, SMS messaging is the best opportunity for businesses and marketers to reach millennial customers.
Why Communicate With Millennials via SMS?
Since texting is millennials’ preferred mode of communication in their daily lives, they are also open and receptive to SMS marketing—51% have reported that they have made purchases due to SMS messages.
Here’s why you should use SMS to reach millennials:
- Enhanced visibility: Unlike social media, communicating via SMS enables businesses to get their messages directly in front of their millennial audiences. There is also no spam folder, which is a limitation of email marketing. Your SMS text has a good chance of being seen and read, making this channel ideal for time-sensitive communications ranging from reminders to discounts and promotions.
- Instant delivery: SMS messages usually arrive only a few seconds after they are sent, making this platform akin to instant messaging. Its instantaneous nature is another reason SMS is best for delivering time-critical messages and offers.
- Higher open rates: SMS messages generally enjoy an open rate of 98%, with personalization helping increase this number further.
- Better interactivity: Two-way messaging can increase engagement by enabling customers to send feedback or ask questions. Millennials also like the ability to interact with businesses directly.
- Cost-effectiveness: Compared to other communication channels, SMS marketing is relatively affordable. Plus, it has a good return on investment due to its high open rates.
- Easily implemented: Text messages do not contain major design elements, so developing an SMS campaign requires little prep. Once your campaign is ready, you can easily monitor and enhance its performance. You can also schedule and automate SMS messages to boost your business’s productivity and efficiency.
How to Communicate With Millennials via SMS
To help ensure that your SMS marketing efforts are well received by your millennial audience, follow these best practices:
- Be compliant: SMS is only an effective communication channel if your messages are delivered. You must comply with specific regulations, as breaking these texting laws can result in mobile carriers flagging your messages as spam. Steer clear of using spam keywords such as “Don’t delete,” “Please read” and “Click now.”
- Let them opt in and out: As millennials appreciate being able to receive and send messages on their own terms, you must always get their consent before you contact them. Encourage them to join your SMS program by letting them know what kind of content they will receive. You should also always provide them with the instructions for opting out, should they ever wish to do so.
- Communicate sparingly: Limit SMS communications to once a week for marketing campaigns and promotional content. One of the main reasons that millennials prefer this channel is that it’s unintrusive—sending too many texts may lead to them opting out. A well-timed message is also vital to increasing the likelihood of your communications being seen and read and inspiring the desired action.
- Craft reader-friendly messages: Each message should be clear and concise, enabling receivers to understand all the necessary information at first glance. After all, millennials value brevity. Always use easy-to-read language and proper punctuation, and keep messages under 160 characters.
- Use personalization: When possible, include personalized information such as recipients’ names, birthdays or tailored deals and offers. As mentioned earlier, millennials are more drawn to brands that offer customized content. Personalization can make them feel special, valued and like they are receiving a message from an actual human. It can also increase the chances that millennials view your message as relevant and worthy of their attention.
Reach Your Millennial Audience With Red Oxygen
If you want to reach your millennial customers using their preferred communication channel, we are here to help.
With more than 23 years of experience, Red Oxygen is a trusted expert in global messaging. Having supported over 300,000 users in over 50 countries, we make it easy for businesses and marketers to send SMS messages from a computer to any mobile device, including smartphones.
We offer various solutions that can streamline sending messages to your desired audience, ranging from bulk messaging to APIs to hassle-free Gmail integrations. No matter your company, we have a solution to match your needs.
To experience the power of SMS, request a demo today!
