Comments on: Teens & Email http://www.heavywinter.com/2008/12/teens-email/ Web opinions & a whole lot of nonsense Sat, 29 May 2010 03:16:42 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: Bradjward http://www.heavywinter.com/2008/12/teens-email/comment-page-1/#comment-6 Bradjward Mon, 08 Dec 2008 21:16:20 +0000 http://www.heavywinter.com/?p=150#comment-6 Offering multiple platforms of engagement is key. No one solution or site is going to solve the problem. Welcome to the higher ed blogosphere! Glad you joined us. :) Offering multiple platforms of engagement is key. No one solution or site is going to solve the problem.

Welcome to the higher ed blogosphere! Glad you joined us. :)

]]> By: Mike Rivera http://www.heavywinter.com/2008/12/teens-email/comment-page-1/#comment-5 Mike Rivera Fri, 05 Dec 2008 21:53:04 +0000 http://www.heavywinter.com/?p=150#comment-5 @Morgan: Thanks for the thoughtful response. I've signed up for the blog. @Morgan: Thanks for the thoughtful response. I’ve signed up for the blog.

]]> By: Morgan Stewart http://www.heavywinter.com/2008/12/teens-email/comment-page-1/#comment-4 Morgan Stewart Fri, 05 Dec 2008 20:56:21 +0000 http://www.heavywinter.com/?p=150#comment-4 Thanks for checking out our research and sharing your thoughts on it with your readers. Your explanations are consistent with ours regarding the increased adoption of these new channels. A couple additional points to back up some of what you are saying: 1) Consumers are definitely compartmentalizing their communication preferences. This is best seen in the "Wired" group highlighted in the white paper. They have the most uniform and distinct preferences about which messages should be delivered via which channel. For example, promotions and confirmations should be sent through email, customer service notices (e.g., travel updates or fraud alerts) should be sent through SMS with a cell phone call as backup, and advertising on social networks is frowned upon... but things like surveys or games on social networks are ok. Teens and college students were not quite as consistent about how they compartmentalize messaging preferences, but it is definitely happening. 2) Yes, email usage is clearly down among teens. It is not going to be the first thing they check in the morning... nor something they check as often as text or social networks. That said, 94% say they use still use email. In follow up interviews... we consistently hear that much of this is due to the need to interact with the "adult" world--teachers, employers, etc as you suggest. 3) Your analogy is right on about text being like interrupting a favorite TV show with yet another commercial. Furthermore, the potential lashback is severe. These kids like to share their experiences and an improper or annoying text message can push them to share their displeasure with your company to their friends. Text is not off limits, but permission and a strong, compelling value proposition are vital. At ExactTarget, we’re starting a “Subscribers Rule!" movement encouraging all marketers to create subscriber-centric marketing programs designed to serve the individual, honor their unique preferences, and deliver them timely, relevant information. Thanks for "getting it", we would love have you to join the movement at www.subscribersrule.com. Morgan Stewart ExactTarget, Director of Research & Strategy Thanks for checking out our research and sharing your thoughts on it with your readers. Your explanations are consistent with ours regarding the increased adoption of these new channels. A couple additional points to back up some of what you are saying:

1) Consumers are definitely compartmentalizing their communication preferences. This is best seen in the “Wired” group highlighted in the white paper. They have the most uniform and distinct preferences about which messages should be delivered via which channel. For example, promotions and confirmations should be sent through email, customer service notices (e.g., travel updates or fraud alerts) should be sent through SMS with a cell phone call as backup, and advertising on social networks is frowned upon… but things like surveys or games on social networks are ok. Teens and college students were not quite as consistent about how they compartmentalize messaging preferences, but it is definitely happening.

2) Yes, email usage is clearly down among teens. It is not going to be the first thing they check in the morning… nor something they check as often as text or social networks. That said, 94% say they use still use email. In follow up interviews… we consistently hear that much of this is due to the need to interact with the “adult” world–teachers, employers, etc as you suggest.

3) Your analogy is right on about text being like interrupting a favorite TV show with yet another commercial. Furthermore, the potential lashback is severe. These kids like to share their experiences and an improper or annoying text message can push them to share their displeasure with your company to their friends. Text is not off limits, but permission and a strong, compelling value proposition are vital.

At ExactTarget, we’re starting a “Subscribers Rule!” movement encouraging all marketers to create subscriber-centric marketing programs designed to serve the individual, honor their unique preferences, and deliver them timely, relevant information. Thanks for “getting it”, we would love have you to join the movement at http://www.subscribersrule.com.

Morgan Stewart
ExactTarget, Director of Research & Strategy

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