Forget email -- the best way to reach teens and twenty-somethings is through text messages. Not only are teens and young adults five times more likely to open a text then an email, their response times are nearly instantaneous, according to James Citron, the founder and chief executive of Mogreet Inc. It generally takes between 6 and 12 hours for someone to open an email, but people respond to texts within one to three minutes. Also, people are more likely to forward a marketing text to a friend than an email. However, there is one drawback. Since it's illegal for companies to buy mobile phone lists, consumers must opt-in to receive texts from brands.
The use of texting must be targeted to the right audience but, if done well, can be truly revolutionary. The idea that promotions can be launched and played out within a matter of hours is intriguing. Offers can be sent out and if they don't have the impact the brand was looking for, new offers could be fashioned and sent out. Beyond the ability to react quickly and tailor offers, the bottom line is this demographic is used to extremely responsive relationships characterized by rapid-fire communication. If a brand or retailer finds a way to present offers that mimic how teens and young adults communicate with each other, they are that much more likely to build lasting loyalty.
"Teen Stores Try Texts as Gr8 Nu Way to Reach Out," The Wall Street Journal, 8/1/12 online.wsj.com/article/SB10000872396390444405804577561093050635960.html