They use all different types of technological devices for different reasons, so make sure it is all optimized for the best display and interactivity. Generation X is one to read an email on their phone about a purchase and then go to their computer to make that purchase. Anything that makes their life easier is better. Preach convenience, whether that be same-day delivery, or auto-purchasing subscriptions. Generation X is busy and they do not have time to read through all your emails.
They are used to traditional old-school email marketing. They have lived through the rapid changes of technology, from big chunky computers to small tablets, being most comfortable with using their desktop computer. Gen X does not use technology like other groups. They are not going through major life changes and are typically stagnant with established careers and older children. Gen X is a smaller generation, but actually take home 31% of the total income in the U.S. Good topics, subjects, and products to market to Baby Boomers include: retirement topics, second homes, more conservative investments, health, nutritional supplements, volunteering, spirituality, books and reading, vacations and cruising, spending time abroad, continuing education, retirement communities, gardening, caring for aging parents, being a grandparent, and more.
Some brands that have done well for targeting Baby Boomers are AARP, L’Oreal, and Fidelity Investments. They use long paragraphs that are easy to read with pictures. This email from the Palazzo Margherita is perfect. Create long email copy and write like a magazine article. Boomers are more likely than other generation to read books and newspapers. If they feel talked down to or trends are overly explained, they will be turned off. They will have no idea what you are talking about! Instead, focus on industry, breaking, or economic news. TikTok trends, Kardashian quotes, or any pop culture references probably won’t resonate with Boomers. It makes your eyes work harder and open wider, which causes the text to blur, also known as the halation effect. Also, do not use light fonts on a dark background. This is just like for any other generation, but most important for this one. Make your message as easy to read as possible.There are a few strategies to implement for email marketing to Baby Boomers: So, let those statistics dispel those aforementioned rumors. According to Forbes, 95% of Baby Boomers use email. And as a group they have the most assets. Wrong! Do not overlook Baby Boomers! Boomers make up the largest part of the American population at 40% with 74.9 billion people. Some people may say that email marketing to Baby Boomers would be a waste of time since they don’t have emails or are too old to use technology. The question is, how do you email market to each one? Baby Boomers The good news is, all of these generations use email heavily. For the best results from your email marketing, segment and focus your message differently to all of these generations. A Baby Boomer who is 70 years-old will definitely not react the same way to an email sent to a 16 year-old Gen Z’er. There are key qualities between these three generations, therefore, segmentation is crucial.
Generation Z (born 1997 to the present).The current generations that are frequently marketed to: If you base your email marketing on audience by age, it is important to realize what generation they’re in.
#BABY EMAIL NEWSLETTERS HOW TO#
Straight Talk on Email Marketing to Baby Boomers, Gen X, Millennials, and Gen Z A Candid Review of the Defining Characteristics of 4 Different Generations and How to Reach Them Effectively Through Email
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