Text messaging may be a less satisfying communication option — due to its emotional superficiality, the inability to decipher nuance or sarcasm, and its use to avoid actual conversation.

But today's tech-savvy, forward-thinking insurance businesses have little choice but to incorporate texting (along with app-based messaging) into their prospecting and customer relationship management plans as texting is overwhelmingly popular among consumers, especially millennials.

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Elana Ashanti Jefferson

Elana Ashanti Jefferson serves as ALM's PropertyCasualty360 Group Chief Editor. She is a veteran journalist and communications professional. Reach her by sending an e-mail to [email protected].