It’s important to consider demographic differences when contemplating marketing tactics and this includes the age of your target customer. A marketing tactic that will work for a younger audience might not connect with older customers. You need to makes sure that your message and delivery method are both in sync with your ideal customer in order to effectively reach the right people.
One of the best examples of this is in direct mail marketing. A recent study by Marketing Charts showed that direct mail pieces are still one of the most effective ways to reach the Baby Boomer generation. The study showed that more than 30 percent of respondents from 50-68 said that they had been influenced to purchase a product or use a service in the previous six months.
By contrast, Generation X and Millennials were much less likely to be influenced by a direct mail piece, and instead were more likely to be swayed by a search engine result, ad or piece of email marketing. This underscores the importance of being highly targeted with any direct mail campaign. Your Return on Investment will suffer greatly if you are blindly sending out mailers without knowing who the recipient will be.
One way to solve this problem is to use highly segmented postal lists like the ones that come from companies such as eTargetMedia. Since these opt-in lists are broken down by demographic features such as age, education or income, it’s easy for marketers to drill down and send mailers only to the people most likely to buy their products.
Countless companies have used the lists and creative services offered by eTarget Media over the past 20 years. They offer opt-in, high quality email and postal lists and services that provide cost-effective results.