Baby Boomers still rely on direct mail
To keep your Baby Boomer customers engaged, argues Paul Prisco at MarketingProfs's Daily Fix blog, you cannot abandon direct mail. "It's been part of their daily routine for quite some time, and that's not going to change anytime soon—regardless of the Internet, mobile, and social media," he says. And to get it right, you need to ask three critical questions.
Can they open your envelope or mailer?
Older recipients might struggle to open overly complex packaging. So keep it simple—no complicated folds. And, if your budget allows, opt for larger-scale envelopes and mailers. That makes it easier for recipients who suffer from arthritis, and provides extra real estate for your offer.
Can they read your copy?
We've all seen our parents and grandparents squint while holding printed material at a distance. (Perhaps we've even done it ourselves!) So reduce the barrier of diminished eyesight by using large font sizes. Headlines should be at least 14-point, and body copy should not be smaller than 10-point. Also, forgo stylish fonts for easy-to-read alternatives.
According to Prisco, you'll make a quicker connection with a less-is-more approach to graphics. Simple and easy-to-decipher illustrations are a "great substitute for costly photography, which if not done tastefully will be a complete turnoff to Baby Boomers," he says.