How to Use Direct Mail to Reach Older Audiences

Despite the prevalence of digital advertisements, direct mail ain’t dead. On the contrary – it’s stronger and more relevant than ever.

When it comes to reaching older audiences, “traditional” marketing tactics still hold a lot of water. Reaching older audiences can be challenging, but given they still hold considerable spending power, they’re not to be ignored. Delivering your message effectively could mean a big boost in sales. 

Instead of saying, “Okay, Boomer,” and throwing up your hands, using direct mail can help you meet your older audience where they are and speak their language. 

Direct Mail Works to Reach Older Audiences

Direct mail can be a lucrative tool when used correctly. And when you’re trying to reach an older or aging population, it’s one of the most efficient and effective marketing tools for 3 main reasons.

1. Direct mail allows you to better target your audience.

One of the biggest benefits of direct mail is that it allows you to target your marketing to a specific group of people, unlike radio, TV, or other print ads that may or may not allow you to reach your ideal audience. This is obviously important because you can tailor your message specifically to them. 

For example, if you know that your target audience is mostly made up of retirees, you can focus your message on retirement planning or products that are designed for seniors. This personalized approach is more likely to resonate with your target audience than a more general message.

2. Direct mail is tangible and reaches an offline community.

Another benefit of direct mail is that it allows you to reach people who may not be frequent internet users. Direct mail also has the advantage of being physical and tangible, which studies show makes your message more memorable than an email or online ad.

3. Direct mail is an affordable marketing tool.

Contrary to what you might think, direct mail is relatively affordable, especially when you compare it to other marketing channels like television or print advertising. It's also easy to track the results of your campaign so you can see how many people responded and keep tabs on your return on investment. 

When targeting older generations, direct mail marketing should be a no-brainer. 

Using Direct Mail to Reach Older Audiences

There are lots of things to consider when designing and executing any direct mail campaign. When your audience is older adults, a few additional factors should be part of planning your message. 

1. PersonaliZe your message. 

Personalization is key when using direct mail to reach any audience and can go a long way in increasing the effectiveness of your direct mail campaign. You can personalize your mailings by including the recipient's name or by tailoring the content of your mailing to their interests.

2. Streamline your language. 

Older folks tend to prefer straightforward language without any jargon or fluff. They also appreciate detail, so clarity is key. Ensure your campaign and call to action are easy to understand. 

3. Use simple, large-point fonts.

This isn’t the campaign to test out script-y, handwritten-like fonts. Older generations may not see like they used to and fancier ads won’t necessarily do you any favours with them. Likewise, avoid small-point font for clarity. 

4. Include a clear call to action.

Whatever action you want your audience to take next, state it clearly in your direct mail piece. Don’t spend too much time trying to be clever – be straightforward. Moreover, settle on a single call to action. This will lead to a higher response rate and less confusion. 

Reaching older audiences can be a challenge, but it's important not to forget about this demographic when planning your marketing efforts. When used correctly, direct mail can be an effective way to reach your target demographic and should be at the top of your marketing list. 

Ready to start planning your direct mail campaign to reach older audiences? Contact our team today for a no-strings-attached project quote.