How to do Email Marketing for the Elderly
Posted: Tue Dec 03, 2024 8:25 am
Often when we think about the elderly we don't associate them with new technologies, much less with email marketing. However, the reality is that it is one of the market niches with the greatest potential for exploitation. For this reason, today we will give you 3 tips to address this group of users via email .
There is a popular saying that goes: “Young people have time and energy, but no money; adults have money and energy, but no time; and old people have money and time, but no energy.” This may have been true in the era of the so-called “Baby Boomers,” who, upon reaching a reunion business email list certain age, had no other option than to stay at home dreaming of a time when they could venture out, regardless of the economic stability they had achieved in their adult life.
However, today, the elderly are one of the market niches with the greatest potential for exploitation. The economic stability they have achieved, combined with new technologies and advances in medicine and communication, have given them renewed energy that was lacking in older generations.
Being a group of users who were born outside the technological revolution, in general, marketing campaigns, and in particular, those of Email Marketing, must be very clear with their message. In this way, they can be on par with other more traditional forms of marketing that tend to be used more with this generation.
Below we will see 3 points that will help us reach the elderly in a more effective way via Email Marketing :
1- Options without age limits: Often, people who are in this stage of life already have their economic well-being assured, so they are not so afraid to invest capital in different leisure activities such as travel or services aimed at exploration. However, they also do not look down on possible new businesses that strengthen their family position as suppliers. Age is not an impediment today. Although perhaps in practice they cannot do everything they would like, campaigns must always show that they still have a world to discover.
2- Understand the limitations: Reaching old age brings with it a deterioration of physical functions that were previously at full power, so it is important that when we direct our campaigns to this niche we are aware of this. For example, we should not use images that are too abstract or a font that is too small or difficult to read. They would surely strain their eyes to understand the message or they would simply ignore the email due to its difficulty in understanding. If we want them to be interested in the content of the campaign, we should design an email that is adapted or thought out for them.
3- Don't abandon or exclude them : And we're not referring to that image of a grandfather looking thoughtfully out the window, but specifically to remembering that they are a group of people who are increasingly immersed in the technological movement and as such, they want to see themselves represented in this world just as they are. Email Marketing campaigns specifically aimed at this niche must address their needs (accessibility services, health insurance, tourism, leisure, etc.) but they must also take them into account as an image for many of the products they may use on a daily basis.
Ultimately, senior citizens are without a doubt one of the biggest challenges for Email Marketing. Having to compete against traditional media and the insecurity that the use of new technologies generates are just a couple of reasons that could make us throw in the towel at first. But in this case we must remember that they are a market with high purchasing power and a growing interest in being taken into account. We cannot consider leaving them aside as an option. The barrier that previously prevented them from being part of the technological revolution is being destroyed and precisely now is the best time to make adjustments to our email marketing strategy to address them, as long as they are part of our target.
There is a popular saying that goes: “Young people have time and energy, but no money; adults have money and energy, but no time; and old people have money and time, but no energy.” This may have been true in the era of the so-called “Baby Boomers,” who, upon reaching a reunion business email list certain age, had no other option than to stay at home dreaming of a time when they could venture out, regardless of the economic stability they had achieved in their adult life.
However, today, the elderly are one of the market niches with the greatest potential for exploitation. The economic stability they have achieved, combined with new technologies and advances in medicine and communication, have given them renewed energy that was lacking in older generations.
Being a group of users who were born outside the technological revolution, in general, marketing campaigns, and in particular, those of Email Marketing, must be very clear with their message. In this way, they can be on par with other more traditional forms of marketing that tend to be used more with this generation.
Below we will see 3 points that will help us reach the elderly in a more effective way via Email Marketing :
1- Options without age limits: Often, people who are in this stage of life already have their economic well-being assured, so they are not so afraid to invest capital in different leisure activities such as travel or services aimed at exploration. However, they also do not look down on possible new businesses that strengthen their family position as suppliers. Age is not an impediment today. Although perhaps in practice they cannot do everything they would like, campaigns must always show that they still have a world to discover.
2- Understand the limitations: Reaching old age brings with it a deterioration of physical functions that were previously at full power, so it is important that when we direct our campaigns to this niche we are aware of this. For example, we should not use images that are too abstract or a font that is too small or difficult to read. They would surely strain their eyes to understand the message or they would simply ignore the email due to its difficulty in understanding. If we want them to be interested in the content of the campaign, we should design an email that is adapted or thought out for them.
3- Don't abandon or exclude them : And we're not referring to that image of a grandfather looking thoughtfully out the window, but specifically to remembering that they are a group of people who are increasingly immersed in the technological movement and as such, they want to see themselves represented in this world just as they are. Email Marketing campaigns specifically aimed at this niche must address their needs (accessibility services, health insurance, tourism, leisure, etc.) but they must also take them into account as an image for many of the products they may use on a daily basis.
Ultimately, senior citizens are without a doubt one of the biggest challenges for Email Marketing. Having to compete against traditional media and the insecurity that the use of new technologies generates are just a couple of reasons that could make us throw in the towel at first. But in this case we must remember that they are a market with high purchasing power and a growing interest in being taken into account. We cannot consider leaving them aside as an option. The barrier that previously prevented them from being part of the technological revolution is being destroyed and precisely now is the best time to make adjustments to our email marketing strategy to address them, as long as they are part of our target.