The over-50 crowd gets email marketing
Interesting new data is out on Silver Surfers, over-50 customers who use email. According to Matthew Finch, who handles online marketing for a travel company, Internet surfers over 50 years of age are extremely responsive to campaigns. The travel company invested a significant amount of money to their online marketing efforts, and it looks like it paid off. Using a multi-faceted campaign that included search marketing, display advertising, affiliate programs and email marketing, the firm found that targeted email has been a highly successful method in reaching out to mature customers.
It makes sense. The European Internet Advertising Association tracks broadband adoption by the ovear 55 crowd and finds that this segment is growing far faster than average European Internet users. The vast majority of this oft-ignored group, according to the EIAA, buys an average of $1,100 worth of goods, via the Internet, every six months. So think about mature surfers when you craft your next email campaign. They’re confident, Internet savvy, and they’re ready to spend.
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