How to Target Boomers and Beyond with Direct Marketing
Boomers and seniors, a diverse group definable only by an age bracket, is a target market unlike any other. They are more likely to be rocking in second careers than in chairs on patios. And many have enough disposable income to be formidable consumers—and this consumer base is growing. Although only 13 percent of the U.S. population is 65 or older today, the United States Census Bureau projects this population to more than double by 2060.
There’s Still a Place for the Classics
So how do marketers reach this highly invested group? Love & Company created a two-year research plan to gain insight into seniors’ views and responses to direct mail. It turns out that direct mail is one classic that boomers and beyond still embrace.
Here is how to get the most out of your direct marketing investment with this target audience, according to the researchers at Love & Company:
Larger or more complex direct mail programs do not always generate enough response to justify the added cost. Keep it simple.
Email marketing is generally not an effective lead generator among older seniors, who prefer direct mail.
Today’s seniors are comfortable calling to RSVP for an event or learn more information; reply cards are often an unnecessary expense.
Straightforward works best. Don’t try to be too cute with your approach or offer details that cloud the core purpose of the mailing.