Originally published November 2020
If you’re still under the impression that SMS marketing won’t resonate with seniors, think again.
Texting is no longer just for the young; middle-aged and senior adults are more digitally connected and actively texting than ever before. Texting has evolved in recent years from an easy way to stay in touch with friends and family to quickly become one of the most effective business communication tools. With 85% of consumers preferring to receive text over a voice call or email, SMS marketing will continue to be top-of-mind for marketers.
Businesses that market to seniors should adapt new ways to keep up with their desire to be more active online and mobile. With 61% of marketers increasing their text marketing budgets in 2020, including text messaging in your marketing and communication strategy is crucial to stay competitive. More importantly, the pandemic has created a “new normal” that shifted the way we conduct business – from scheduling appointments and tours and making online purchases to real-time delivery alerts. Digitizing the buyer’s journey has become essential to stay afloat, especially for those who operate a business with high-risk age groups.
Win customers by meeting them where they are.
Seniors are the fastest-growing demographic of mobile and text users. In fact, despite preconceived notions about the demographic, older adults have a positive impression of emerging technology. Enough so that for those ages 50-69, texting has surpassed email as their preferred method of communication. Though seniors are somewhat more anxious than the younger population regarding technology, they believe that the tremendous benefits outweigh the costs and challenges.
Boost your conversions by pairing sales calls with texts.
While email open rates are at just 20%, text is more effective as it is nearly guaranteed to be read by your target audience. The response rates for email are a mere 6%, while SMS response rates are as high as 45% – making it a much more effective sales and marketing channel. Since most unknown calls and emails go unanswered, offering prospects the option to text can help you build a stronger rapport and secure more deals.
Gain loyal customers with personalized offers and alerts.
The well-being of aging boomers is increasingly dependent on technology, and texting is their top reported activity on smartphones. The top three types of texts customers say they’d like to receive from businesses are updates on their shipping tracking for products, receiving order status and confirmations, and scheduling reminders. Furthermore, 75% of people have suggested that they’d be happy to receive an offer via SMS. Unsurprisingly, 65% of marketers say that SMS marketing is a “very effective” method for them.
Bottom line, SMS marketing for middle-aged and senior adults should not be overlooked. It can be a high-performing channel if you follow best practices. That said, it can be hard to get texting right on your own: Not everyone has access to a team of developers, nor is it easy to navigate the many complexities of privacy and compliance laws. If you are serious about texting in your business, we can help. By utilizing a user-friendly, intelligent messaging platform, you make it easier to connect your sales team with customers or manage field staff on the go, or both. No hassle, no coding needed.