Rose Valley

Smart marketers will say there’s already a big mistake in this article. Want a hint? It’s in the headline, and it’s the first tip for reaching older prospects via direct mail. 1. Avoid name-calling. That’s right, the first thing to remember when marketing to seniors is don’t call them seniors. Focus on your product or offer and how it is designed to meet prospects’ needs and values without pinpointing their life stage. 2. Older prospects equal better open rates. While people who are 55-plus are sometimes viewed as one segment, it may be helpful to consider that direct mail is most effective in targeting

It’s been in the steady rotation of childhood teachings since the beginning of time: If you don’t have something nice to say, don’t say anything at all. And it’s no coincidence that you most likely heard such a reproach from your grandmother. As it turns out, in terms of direct mail copy tenets that best reach the senior market, she had it right all along. “A lot of marketers start out by telling all the negative things that can happen if you don’t use ‘my product or my service.’ With the older market, you will get much further … by being positive and

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