How to do Email Marketing for Seniors

Often when we think of the elderly, we do not relate it to new technologies, much less to email marketing. However, the reality is that it is one of the market niches with the greatest potential for exploitation. That is why today we will give you 3 tips for addressing this group of users via email.

There is a popular saying: "The young have time and energy, but no money; the adult has money and energy, but no time; and the old have money and time, but no energy". This may have been true in the days of the so-called "Baby Boomers", who reached a certain age and had no choice but to stay at home dreaming of a time when they could be adventurous, regardless of the economic stability they had achieved in their adult lives.

Today, however, the elderly is one of the niche markets with the greatest potential for exploitation. The economic stability they have achieved, coupled with new technologies and advances in both medicine and communication, have given them renewed energy that was lacking in the older generations.
As a group of users who were born out of the technological revolution, in general, marketing campaigns, and email marketing campaigns in particular, need to be very clear with their message. In this way they will be able to catch up with other more traditional forms of marketing that tend to be used more with this generation.
We will now take a look at 3 points that will help us to reach seniors more effectively via Email Marketing:

1- Options without age limits: Often people at this stage of life are already financially secure, so they are not so afraid to invest capital in different leisure activities such as travel or exploration-oriented services. However, they also do not look unfavourably on possible new businesses to strengthen their family position as providers. Nowadays, age is not an impediment. Although they may not be able to do everything they would like to do in practice, campaigns should always show that they still have a world to discover.

2- Understand the constraints: As older age brings with it a wear and tear on physical functions that were previously at full strength, it is important that when targeting our campaigns to this niche we are mindful. For example, we should not use images that are too abstract or typography that is too small or difficult to read. They will probably strain their eyes to understand the message or they will ignore the email because it is difficult to understand. If we want them to be interested in the content of the campaign, we should design an email adapted to them.

3- Do not abandon or exclude themAnd we are not referring to that image of a grandfather looking thoughtfully out the window, but specifically to remember that they are a group of people who are increasingly immersed in the technology scene and as such, they want to be represented in this world as they are. Email marketing campaigns specifically targeting this niche should cater to their needs (accessibility services, health insurance, tourism, leisure, etc.) but should also take them into account as the image of many of the products they may use in their day-to-day lives.

In short, the third age is undoubtedly one of the biggest challenges for Email Marketing. Having to compete against traditional media and the insecurity generated by the use of new technologies are just a couple of reasons that a priori could make us throw in the towel. But in this case we must remember that they are a market with a 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.