Be specific if you want to reach Millennials, marketers urged

Businesses that text pushy, generic marketing messages are likely to get dumped by the Millennial generation, a new study by Aimia has revealed.

These consumers are known as “high volume sensitive” in the study, as they hate receiving a large number marketing messages, whether they’re delivered via text, social media, push notifications or email. Millennials (those born between 1980 and the mid-2000s), are 44 per cent more likely than the older Generation X (who were born between the early 1960s and 1980s) and baby boomers (born between 1946 and 1964) to be called sensitive consumers, reports

If marketers want to hang onto their subscribers, they need to personalise their messages, and not bombard consumers with generic text messages. This is because sensitive consumers are more likely to take action against marketing that annoys them – 84 per cent are prepared to unsubscribed from emails and close accounts, 82 per cent will delete apps to stop push notifications and 80 per cent have no qualms blocking cold callers.

Martin Hayward, Aimia’s senior vice president, said: “Millennials are the ‘always on’ generation, but it is a mistake for marketers to make assumptions about their communications preferences. Just because a person shares their details with a brand does not mean they want to be inundated with lots of generic messages.”

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