Each audience segment has its own behaviors and preferences, which can often be traced back to important demographic characteristics such as income level, age or location. By segmenting your audience based on these relevant characteristics, you can better target your messages to your users and ultimately drive engagement.
To better understand how age and country affect a customer’s willingness to interact with brands, we recently launched ours Global Messaging and Engagement Report 2020. The report surveyed over 4,000 consumers in the US, UK, France, Germany and Japan to find out how email and SMS settings differ around the world.
Based on the different preferences we have identified between consumers in different countries, we have just released a US-specific version of the report. Our new one US 2020 Messaging Engagement Report Reveals how Americans of all ages prefer to engage with brands digitally.
This report consists of insights from 20 in-depth qualitative interviews and over 750 online surveys and contains the following details:
- US Consumers’ Messaging Preferences by Age
- Main reasons consumers interact with or ignore email / SMS messages
- Email / SMS best practices
- Data-driven strategies to improve customer loyalty
- And more
Different generation preferences
Our research has found some differences between the communication preferences of each generation. To give you a taste of the results of the report, we found two of the unique ways certain age groups prefer to hear from brands:
1. Younger recipients are more receptive to creative messaging
While Gen Z and millennial recipients like to see variety in theirs Subject lines and are not against brands that use it occasional emojiwe found that older generations preferred more conservative subject lines. One Generation X respondent even said that the presence of an emoji increases the likelihood that a message is spam.
2. Older generations like SMS
Texting isn’t just for young people – baby boomers and Gen Xers actually prefer them more than any other generation. Gen Z and millennial respondents actually said they prefer email and social media ads to SMS (although SMS was a very close third). Older generations cited SMS messaging as their second most popular way to interact with brands after email, and said they preferred the speed, ease, and convenience of SMS over other channels.
Whether you are just starting out with SMS / MMS marketing or looking to tweak your existing program, these results show how important it is to know your audience. AUdience segmentation can help your brand get the right message across to the right person at the right time. Perfecting this process then increases the likelihood that a person will interact with your message and ultimately do business with your brand.
Download the US 2020 Messaging Engagement Report Now you can get access to all of our results and learn how to develop an email and SMS strategy that suits your US customers’ preferences. You will get better Understand how customers of all ages would like to interact with your company.