Direct marketing to older adults by George Duncan

If I were to sum up in a single phrase the way to produce successful direct mail programs aimed at people 50 years of age or older, it would be cool it. From the envelope to the order card, older adults require more thoughtful approaches in a variety of areas.

Many elements of effective direct mail for regular consumer marketing apply when selling to the mature market. However, some elements require greater emphasis and others less. To increase your chances of success when marketing your wellness offerings to older adults, keep in mind the direct mail pointers outlined below.