Do Not Bet on Web Response
While it is acceptable to include an online channel in direct mail to seniors, do not rely on this channel to carry all the response. The current breakpoint for use and acceptance of computers is about 70 years old. Older than that, and people did not use them at work; they’re not comfortable with them, and the utilization of computers is significantly lower.
Correctly Address the Senior Gatekeeper
It is critical to align the need for your product or service with the household the mail piece is entering. Half of all the households with people over 65 years old are headed by a single person, and 80 percent of those people are women. So, one of the bigger mistakes that marketers make is mailings with pictures of only couples which can generate negativity in most recipients.
Older Prospects Equal Better Open Rates
While people who are 55-plus are sometimes viewed as one segment, it may be helpful to consider that direct mail is most effective in targeting fully retired prospects who are around 70 years of age and older. The senior segment of the 55-plus demographic is probably the most conducive to reading direct mail, so that gives you a great leg-up to begin with. The odds of your mail being opened is greater with a senior.
Avoid Name Calling
The most critical elements – That’s right, the first thing to remember when marketing to seniors is don’t call them seniors. Focus on your product or offer and how it is designed to meet prospects’ needs and values without pinpointing their life stage.
Showcase Word-of-Mouth Marketing
Some seniors may feel that they’ve “seen and done it all,” or that they know a sales pitch when they hear it or read it. To counter their skepticism, include a testimonial or two from current clients.
Focus on the Person, Not the Number
Gone are the days of thinking of seniors as old, or infirm. Smart copy and images help prospects understand that their new homes will keep them independent, as well as financially and emotionally secure. Instead show the many activities enjoyed by seniors, like golf, fitness and discussion classes, and parties. Seniors are more active today.
Use the Magic Word
Offering something for “FREE” is a powerful incentive to drive response for just about anything, and senior communities are no exception. Lunches are the most commonly promoted draw, thanks to photos and descriptions of sumptuous feasts. Some mailings, though, appeal to fear, usually about finances, downsizing or health instead send out a reassuring mailer with the teaser: “Take control of your retirement with this FREE lecture series!”
Medicare Marketing
Direct Mail is still the #1 influencer of Seniors switching and choosing Medicare Supplement Plans. Half of all seniors will take the time to read direct mail. Seniors prefer printed materials and this still provides a higher response rate than any other marketing channel.
Maximizing Leads
The most critical elements :
- Follow-up in a timely manner. Be persistent if you don’t make contact on the first attempt.
- Present benefits. Even if you leave a voice message, make sure you mention something of value you offer that will benefit prospects.
- Prepare your presentation. Leaving messages require preparation, just like a sales presentation. Don’t leave anything to chance.
How To Be A Good Listener
- Don’t interrupt, suppress your urge to talk.
- Wait 3 seconds if you’re not sure someone has finished.
- Ask questions when you don’t follow the point.
- An occasional “yes” or “ok” helps to show your interest.
- Don’t change the subject abruptly. You may be cutting off a train of thought.
- Postpone judgment. You cannot fully hear others if you judge before they finish.
Sales Pitch
Stop “Wanting To” – Subconsciously you may be on the defensive, we all are. Instead of saying “I just wanted to . . .” to begin your sales pitch, be more assertive and confident by saying; “I want to, I am” this self-assurance will transfer to your prospect.
Online Presence
Over half of Americans now say they prefer to shop online, and e-commerce is increasing 23% year-over-year. For most businesses, having an online presence is no longer optional. It’s necessary for survival in an increasingly internet-oriented market, according to DM News.
Marketing Budget
The size of your marketing budget is not as important as how you spend it. To ensure a constant flow of leads, work with your vendor to set up regularly scheduled campaigns. Whether you can afford 1,000 or 10,000 mailers per month, do it on a consistent basis without fail.
Video Marketing
Video will comprise 82 percent of all consumer Internet traffic within the next 5 years according to Target Marketing. Be sure you incorporate video into some of your marketing communications.
Direct Mail Still Kicks Butt
Direct Mail is still the king or ROI when it comes to marketing. Direct mail has a 79% “immediate act rate” when opened, while email retains just 45%. According to the CMO Council (2010) the response rate of direct mail campaigns also overpowers email at a staggering 3.4% to a mere 0.12% respectively.
