Marketing by Email to Boomers & Seniors

by , May 19, 2003, 12:00 AM
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Marketing by Email to Boomers & Seniors

In a special BizNewsletter from MarketingSherpa, Jean Van Ryzin, editor of Selling to Seniors says that over 90% of US boomers use email, and studies show they love it. "But," she says, "they're generally considered to be more vocal and more demanding consumers, who will not be content with standard offers that may have worked with older generations of the past."

Baby boomers can be generally described as anyone born between 1946 and 1964. "Leading-edge" or "first-wave" boomers are those in their fifties. A typical leading-edge boomer:

  • expects a lifestyle at least as good as his parents
  • is nervous about the economy, and expects to work into retirement
  • is part of the "sandwich generation," with kids in college and elderly parents who may need caretaking
  • is healthier, more active, and has a longer expected lifespan than earlier generations
  • is more interested in financial issues than healthcare issues
  • is comfortable with computer technology and uses email
  • has unusually strong ties with their mothers

    Though boomers are edging up on senior status, there are big distinctions in marketing to the two groups, says Bob Kesner, President of Evergreen Direct. Some major differences include:

  • Boomers want financial independence; seniors want physical independence.
  • Seniors trust the email process but not the Internet as a whole; boomers trust both.
  • Boomers want endorsements and industry ratings; seniors want testimonials.
  • Boomers like options; seniors prefer things that are prepackaged.

    Kesner says you may end up marketing through boomers to reach seniors because a common thread among baby boomers is the reality of taking care of elderly parents.

    To walk the fine line between the needs of boomer caregivers and their senior parents, it's important to use first person and be conversational but polite - not condescending. Let them know that you understand the issues they're facing, that you're on their team. Some of the leading considerations to maximize email efforts to boomers boil down to:

    1. Use wording that lets them maintain their idealistic dreams.

    2. Focus on the financial and calm their potential fears.

    3. Emphasize convenience.

    4. Avoid scare tactics.

    5. Use statistics.

    6. Give them options.

    7. Use letter-like messages instead of HTML.

    8. Use personal or cultural references.

    Finally, Baby boomers are at the peak of their earning power, they're financially savvy, they're socially aware - and they're in love with email as a communications medium.

    for more information, contact: consumermarketingbiz@lists.marketingsherpa.com

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