Should you send your list of text subscribers the same message or different ones based on their age?
Does taking this extra step really make a difference?
As you’ll see in today’s guide, there are a few cases where a one-size-fits-all text message works well for everyone on your subscriber list.
But for the rest of the time, targeted, demographic-specific texts are far more beneficial and may increase conversions.
Because of that perk, we’ll be diving into everything you need to know about using your mass text messaging service to reach subscribers across different age groups.
To start, let’s find out how many age groups your brand needs to reach.
Step 1: Narrow Down Your Specific Age Groups
It’s very possible that your product or brand serves multiple target audiences in various age groups.
And while that’s not necessarily a bad thing, if you try to focus your marketing efforts on pleasing everyone, you’ll end up with blanketed messages that are so vague they don’t appeal to anyone.
To combat this, your first step is to focus your attention on finding the top 2-3 age groups that matter the most, at least for now.
These customers are the ones who really benefit from your product or service.
How can you find out who those are?
It’s simple; segment your top customers and take a peek at their demographics.
Notice any trends?
You’re likely to find repeat customers have many similarities when it comes to their age and stage of life.
But instead of jotting down every age that comes up, start organizing the top 2-3 most common age groups without casting too wide of a net.
Sort and add these groups to a spreadsheet, along with your customers’ contact information, before moving on to the next step.
Step 2: Understand Your Demographics
With an understanding of your actual demographics, you’ll want to learn more about your target audience’s communication and technology preferences.
According to a 2015 study from Pew Research Center, 97% of smartphone owners used text messaging at least once over the course of a one-week study period, making it the most widely-used feature. When broken down by age, the research showed that during the study:
- 100% of 18- to 29-year-olds used text messaging
- 98% of 30- to 49-year-olds used text messaging
- 92% of those aged 50+ used text messaging
The takeaway? Most people actively send and receive text messages, even in older demographics. However, this may vary depending on the industry you’re in and your specific audience. Your audience may be more or less tech-savvy than the averages, so you’ll want to verify your hunches by answering specific questions about them.
These questions can help you narrow down the best way to communicate and engage with your audience via texts:
- Is your audience good with technology or are they self-reported beginners who can’t seem to get the hang of it?
- Will your audience be receptive to receiving text messages from a business or brand?
- Do your customers prefer text as their method of communication?
If you’re not sure of the answers to these questions, try asking your customers using a short survey.
You can then use this information, along with your demographic averages, to figure out which target audiences are worth sending text messages to.
You may find that out of your top 2-3 choices, only the first one or two groups will benefit the most. This will help you hone in on the categories of customers more likely to convert via text.
Once you do this, you can then graduate to the final step.
Step 3: Create Different Messages for Different Audiences
Now, just because you’ve identified your top audiences to communicate with via text blasts doesn’t mean you’re good to go.
Your next step is to figure out which benefits matter the most to each segment.
This will make it easier to create and send messages, highlighting these aspects specifically — and they’ll resonate accordingly.
To do this, add a column to your spreadsheet to list the features and benefits that pertain to each demographic.
You’ll want to keep this information handy any time you or someone from your team crafts a message to reach these segments (more on this shortly).
When you think about how every feature relates to your audience, you’re likely to find certain benefits overlap between age categories.
But dig a little deeper and you’ll determine which perks vary slightly to hit the nail on the head with everyone in your audience.
This is why it’s so crucial to begin separating your messages by the demographics you just uncovered. This is what’s known as segmentation.
Segmentation means sending specific messages to specific sublists of subscribers.Using this method, you’ll send general, blanketed announcements and store-wide promotions to your entire list.
But you’ll also send targeted texts for each demographic when you’re sending marketing messages, want to hit specific sales targets, or increase sign-ups.
By taking this two-prong approach, you can tailor your messages using references your audience will actually understand. Your recipients will feel as if you’re speaking right to them and their needs only.
This simple step makes your messages more impactful and can help you increase conversions.
Use These 10 Tips to Improve Your Messages for All Audiences
No matter which age group you’re speaking to, you should always keep the following principles in mind anytime you send a mass text to your audience:
- Use simple, easy-to-understand language. Stay away from words your audience has to Google and leave out the technical jargon.
- Speak directly to your subscribers using words like “you” and “your.”
- Keep your texts short and to the point.
- Explain more complex topics using a link to a landing or web page with more information. Don’t bombard your subscribers with a wall of text to read when your website makes a better home for this information.
- Choose one action you’d like your subscribers to take and be sure your call to action (CTA) supports only this. Use one CTA like: Sign up for our event or Follow us on social media.
- Consider your subscriber’s needs before your own. While your goal may be to increase sales, you should always look at your text messages from the standpoint of how you can provide your customers with value instead. That’s how you’ll hit your sales targets each month.
- Communicate regularly (at least once per week) to stay top-of-mind.
- Determine the best days and times to text your audience using your demographic information and insight.
- Avoid slang or abbreviated words some subscribers may not understand.
- Shorten URLs using a shortening tool so your messages aren’t one giant link.
Keep those 10 tips in mind, while avoiding the most common mistakes brands make when sending text blasts, and you’ll start to build an engaged audience in no time.
Start Sending Targeted Messages Today
You’ll notice more engagement with your subscribers when you start speaking their language and sending text updates they actually care about.
But that’s not possible unless you have a reliable text service that can handle your mass text needs.
Fortunately, if you don’t have one yet, you can start your free, 14-day trial using this link today!