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.”

Source: PrecisionMarketing