NextGen SMS Couponing: Who to Target

When it comes to shopping, customers are always on the lookout for ways to save, whether through discounts, coupons, BOGO, or other conventional incentives. One 2018 study found that 96 percent of baby boomers reported having used coupons at least once during the year, as opposed to 87 percent of millennials.If your business caters to the baby boomer demographic, coupons are a viable way of drawing in new customers and keeping loyal customers satisfied. With the shift to digital, however, traditional “cut along the perforated line” coupons are becoming outdated.Following tech trends, sending coupons through SMS is becoming increasingly popular among senior citizens. Here are a few of the benefits of sending SMS coupons, and tips for designing an SMS coupon campaign for senior citizens.

The Benefits of Sending Coupons by SMS

  1. Reach senior citizens where they are

Because the 45 to 65 demographic is the fastest growing in regards to mobile phone use and text messaging, SMS is a reliable way to get the information you need to the customers you want.

  1. Coupons will always be on-hand

A study by Pew Research Center found that 75 percent of baby boomers use their phones to send and receive text messages. 94 percent of 50 to 64-year-olds own mobile phones, along with 85 percent of those over 65. SMS is convenient to most and more user-friendly in delivering coupons instantly to the customer.When you send coupons by SMS, you ensure that your business is reaching who it needs to. That way, you don't run the risk of your coupons being overlooked, thrown away, or expired, as they often are when sent in the mail or with newspapers.

  1. Easily target certain groups

In the world run by technology and e-commerce, using data to drive sales is becoming increasingly important. It is difficult to target specific groups with traditional paper coupons delivered through the mail. On the other hand, SMS coupons can be targeted toward certain demographics based on information collected at the time of signup.If your customer is interested in receiving coupons on gardening supplies, they don't have to worry about filtering through groceries and car tire coupon alerts. Their discounts will already be catered to their selected interests.

How to Create an SMS Coupon Campaign for Seniors

When designing an SMS coupon campaign for seniors, you'll want to approach it with a different strategy than you would a campaign geared towards millennials. Here are a few tips to help you create an SMS coupon campaign for baby boomers.

  1. Keep messaging simple

Know your audience. Though the senior demographic is evolving rapidly and adapting to technological advancements, complicated signups and anything involving downloading an app or creating an account should be avoided. Include the coupon code in the text and make it as user-friendly as possible.

  1. Avoid labels

Your customers might be older, but try to avoid referring to your coupons as “senior citizen discounts,” or specifically catering your products “for seniors.” It can easily become either negatively exclusive or accidentally offensive.Focus instead on the facts and how your product will help their lifestyle. They will know if the product is for them.

  1. Target sub-groups

The reason studies separate demographics between 45 to 64 and 65 and over is because seniors are a hugely diverse group and have different needs based on where they are in that population. Create messages that target these different groups. Different SMS campaigns with varied messaging will cater to the individual needs of each group.

  1. Create a dialogue

After receiving a coupon code through SMS, some of your customers may have questions or want to continue a dialogue. Studies show that 42 percent of seniors are willing to communicate with a company via SMS. Make this easy for them by either providing a customer service number they can contact or offering two-way texting. Try to avoid “do not reply” texts.

How TeleSign Can Help

If you are looking to create an SMS coupon campaign specifically targeting your senior customers, TeleSign can help. Our easy-to-integrate APIs engage customers with timely, personalized information in the form of SMS coupons.Direct-to-carrier routes ensure high delivery and conversion rates to more than 200 countries and territories in 87 languages. Businesses can also rely on TeleSign to automatically format phone numbers to ensure greater global delivery.TeleSign's platforms are self-service and user-friendly, helping developers efficiently test and deploy TeleSign APIs with no contract commitments or minimum transaction methods.Ready to get started developing your SMS coupon campaign? Contact us today or sign up for your free trial.

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