Email Marketing to Seniors: 8 Steps to Making it Work
- subscribers who only receive an email;
- subscribers who receive an email before they receive a direct mail piece;
- subscribers who receive an email after they receive a direct mail piece; and
- subscribers who only receive a direct mail piece.
5. Generally speaking, take advantage of the fact that seniors have more time on their hands and are happy to be the recipient of accurate, timely and comprehensive information. Consider an email that directs them to new research on your product or its industry category which is, of course, housed on your website.
6. Trust is key. Seniors, like all audiences, are suspicious of scams. Don’t oversell your offering in either the subject line or the content of your email. Create a subject line that encourages curiosity and makes readers want to learn more, but be careful not to include spam words or too much punctuation.
7. Keep the content easy to read. Paraphrase with simple language, use hyperlinked bullets and put the most important items on top.
8. Be persistent. A series of emails around a specific topic of interest to seniors (e.g., long-term care insurance) can be effective, but don’t forget to provide an opt-out link.