Reported about a week ago Epsilon’s Global Consumer Email Study (n=4,084) found that so-called millennials (18-25) are highly willing to receive opt-in marketing messages in email and SMS. According to the press release:

Compared to other age groups, millennials are more likely to use tools such as instant messaging (IM), social networking and text/SMS messages as their primary tool for personal online communications. Over one-third (35%) cited instant messaging, whereas 26% of 26-35 year olds and 11% of 36-45 year olds selected IM.

Another notable difference amongst millennials reveals they were more receptive to both online and offline specials in permission-based emails . . .

Here are the categories of offers that millennials were interested in receiving offers from more than once a day (according to the survey):

• online merchants (34%),
• entertainment (32%),
• sports (28%),
• special offers from traditional (offline) retailers (26%),
• electronics information (21%), and
• telecommunications information (21%).

Mobile-only categories of offers will be slightly different and include, for example, discounts on meals/entertainment.

Interestingly millennials want more frequent offers, which reinforces their loyalty. Other age groups in the survey were not as open to more than once a day offers. The survey also found millennials respond well to and expect personalization. However, Epsilon also found concern among them about spam, as one would expect.

Source: Epsilon (June, 2009)

SMS is arguably better suited than email or IM for the higher frequency offers (opt-in only) because of its on the go nature and the fact that people are always in possession of their mobile devices. However marketers must be even more diligent about relevance and spam prevention in SMS marketing and on mobile devices generally.