New research has revealed that almost 80 per cent of the over 50 age group does not respond to email marketing, preferring to use email to communicate with friends and family rather than as a ‘commercial channel’.
New profiling of so-called silver surfers, carried out by Prospect Swetenhams in conjunction with Diamond Life, has found, however, that 36 per cent of this age group are happy to communicate with brands online once initial contact has been made using other media.
The research also found that those most likely to respond to Internet marketing were also interested in travel, the theatre and arts, and investments, and are also likely to access other services online including holiday sites, online news and home shopping services.
Alistair Mundy-Castle, sales director at Diamond Life, comments: “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.”