Email Marketing: Don't Forget Boomers and Seniors - iContact
- Updated on: 2018-09-21
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For marketers, tapping into the tech-savvy, millennial market is akin to unearthing a goldmine. It often seems as if this demographic represents the Marketing Holy Grail for advertisers eager to decode, reach, and engage the younger crowd. Of course that is an important audience to address. However, it also can be a shortsighted focus that could be costly for your email marketing campaigns.
Millennials are heavy tech users, but they are not alone. According to the Pew Research Center, six out of every 10 seniors use the Internet, and maintaining online engagement is becoming an increasingly popular option for this demographic. Data show that well-educated, financially stable baby boomers and seniors go online regularly, and they are eager for products and services that meet their specific needs. They often also have more disposable income to spend and more free time to spend it.
Most Internet-connected seniors use technology for a variety of tasks, including monitoring their inboxes and online shopping. This is good news for your email marketing efforts, so consider targeting your messages in specific ways that generate leads or sales. Seniors who have disposable incomes are frequently motivated to buy – but not always for themselves. In many cases, seniors thoughtfully buy things for their grown children, grandchildren, or other family members.
When writing email-based content, keep these buying trends in mind. Although you don’t want to assume seniors never treat themselves, you’re probably missing the mark if you fail to realize the lists of items they want to buy likely span far beyond personal needs.
Statistics from 2014 found one in four U.S. shoppers who bought things on mobile devices were older than 55. That’s strong evidence it’s smart to optimize email content for handheld gadgets. Although some senior citizens have been slower to embrace smartphones, many regularly use tablets and e-readers.
Besides making sure your email marketing content transfers well to mobile devices, don’t forget to take accessibility measures into account.
Today’s seniors are healthier than ever, but vision can deteriorate as we get older and it doesn’t just happen to seniors. Use a font, and font size, that is clean, crisp, and easily legible. Regardless of age, if people can’t read the emails you send out, they’ll probably get so frustrated that they click away from the content too soon, possibly never to return.
The basic strategies of marketing to seniors should not be different than those of marketing to younger consumers; good email practices should be used regardless of the demographic. One particular aspect is to be mindful when inserting buttons or other hyperlinked content into email marketing materials. Make them clear and easily visible. Ideally, you’re aiming to create such a seamless experience that seniors feel you’ve carefully designed every part of the message with their ease-of-use in mind.
Most of this advice applies to all emails: don’t get too carried away with the overall length of your email marketing message. As always, the most important information belongs above the fold. Avoid content that’s longer than a page and stay away from lengthy product descriptions or trendy, youth-centric language that may not resonate. Be straightforward and get to the point. The aim is not to keep people on your email, but to drive them to your website, landing page, or special offer. You’re far more likely to get your point across by using short paragraphs or bullet points to make important features of your email stand out.
Older adults may prefer the familiarity of getting their questions answered by a person’s voice on the phone, not text on a computer screen, even if it’s generated through a live chat session. That’s why it’s always a good idea to give seniors a way to receive more information on the phone about whatever you’re offering through email. And because scammers often target seniors, older adults can be justifiably suspicious of online activity, so phone contact is a way you can build trust. Be careful not to oversell in your email, and use a toll-free number to show the target audience you’re trustworthy and eager to help.
Today’s seniors live their golden years with gusto, often deciding to go on adventurous trips, finally pursue hobbies they’ve always wanted to try, and perhaps invest in their homes by making meaningful improvements. It’s unwise to assume that just because your target audience is from an older generation, they’ll dramatically slow down as they age. Depending on the angle of your email marketing messages, you might want to explore how a product that may be traditionally marketed to younger people might also appeal to older individuals.
Always aim to create email messages that get to the heart of how your target audience feels. You might do that by addressing a common problem and answering how your product solves it. For instance, maybe you’re advertising a lightweight but durable suitcase that’s perpetually popular with young people who’re heading to the beach on spring break. Older people may not be heading to Daytona Beach with the spring break college crowd, but many seniors do enjoy travel for leisure or to visit family; they’ll almost certainly appreciate a suitcase that’s roomy but not so bulky and heavy that it’s hard to carry.
Present your product as something that simplifies life. When marketing to people of different ages, you may need to make adjustments in your tone, but remember that people struggle with many of the same problems no matter their age. A cumbersome suitcase is one of many potential challenges that anyone can understand and for which they may be looking for a solution. Don’t make the mistake of thinking that senior in age, means “ancient” in outlook.
Create promotions and specials geared specifically to celebrate the senior demographic. By using email marketing to promote senior sale days, or special senior discounts, you can demonstrate to your older customers that they are important and valued.
Finally, remember that email marketing works well when used along with other methods. Partnering email with posting on social media is especially effective for the millennial crowd, but older internet users are also increasingly using platforms like Facebook, so don’t ignore them on social.
In the end, the best advice is to use best practices and be authentic and relevant to your audience – whatever their age.
