Over 50s tend to ignore email marketing, says new survey

Almost 80 per cent of people in the over 50 age group do not respond to email marketing and shun its use as a "commercial channel", according to new research.

The survey of the so-called silver surfers by Prospect Swetenhams in conjunction with Diamond Life, found that the majority of older internet users prefer to use email to communicate with friends and family.

Only 36 per cent of respondents said that they were happy to communicate with brands online once initial contact had been made using other media, suggesting more of a preference for physical direct mail.

The survey found that those more likely to respond to internet marketing are the ones with an interested in travel, investments, the theatre and the arts.

Alistair Mundy-Castle, sales director at Diamond Life told Precision Marketing: "Though the numbers don"t look big, it has to be remembered that these are very wealthy individuals, often with high levels of disposable income.

"It"s critical that they are communicated with in the most appropriate manner, and provided it"s done well, email marketing can work effectively with this group. You just have to do your homework and use it as part of your communications media."



© Adfero Ltd

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