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How to Reach Seniors or Baby Boomers Through Mailing Lists
It’s well known now that seniors are the fastest-growing age demographic in the world. U.S figures have the total number of seniors doubling in the next two decades, which, according to Macromark, translates into more opportunity in the direct mail business.
Baby boomers have two things that are valuable to most marketers: time and disposable income. Combined, those two attributes are ideal for companies looking to pitch new products or offer new services, provided they are careful in their approach.
Targeting a senior citizen mailing list or baby boomer mailing list comes with its own set of guidelines. First, this group can be broken down into multiple segments. On top of a specific age range—over or under 65—marketers must consider other factors, such as whether the senior being targeted lives with their parent(s), whether they currently rent or own a home, and if they are big on traveling. This, along with other selects, will be valuable in knowing how to structure your campaign.
Also, certain industries will be more appealing to seniors and baby boomers. Insurance, financial services, and healthcare needs are right at the top of that list. And keep in mind that you are dealing with a demographic that has likely seen many products and are more inclined to know what they want. This makes nailing down your direct mail marketing list even more crucial to the success of your campaign.
One positive is that seniors feel more comfortable with direct mail pieces than they do with online material. They also theoretically have the time and patience to read longer copy, as long as the copy is appealing and for a product or service that can benefit them in the near or immediate future. In addition, they need dependability and trust; appealing to their emotions is a good tactic, and using language that doesn’t necessarily linger on their aging would also be wise.
It’s a lot to think about when deciding to target baby boomers. On top of the considerations mentioned, the same direct mail marketing rules of being clear and creative still apply. Identifying a senior citizen mailing list that is intricately tied to your campaign is crucial if you’re to have any hope of successfully converting this growing group of consumers. But once obtained, we at Macromark advise that they will likely be loyal customers that will spend with the company they believe best serves their needs.
David Klein
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