Did you know that, even in today’s multichannel
media environment, some customer segments are more difficult to reach by email
than others? For example . . .
- 41% of U.S. consumers aged
65+ still do not have Internet access.
- 53% of U.S. consumers in
this group do not have broadband.
- 18% of these consumers do
not have smartphones.[1]
Particularly for older retirees in lower income households, print remains a critical part of the multichannel
mix. For many, it may be the only way to reach them. Even those who do go
online may require text-only emails rather than the HTML versions many
marketers are geared up to send.
But before you write off U.S. retirees as non-email-reading,
non-Internet using consumers, remember that not all consumer segments look the
same. In fact, among younger, more affluent, and more educated retirees, 90%
have Internet access and 82% have broadband. That’s higher than the U.S. adult
population overall. For this segment, email is an important tool for marketing
communication, both as a primary means of messaging or as a follow-up to print
communications.
So before you reach out, know your audience, their
media use, and their channel preferences. It can have a critical impact on your
multichannel mix.
Need help figuring it out? Give us a call.
[1]
Pew Research Center (April 2014)
Jeff Lampert
Director of Marketing & Business Development
To improve is to change; to be perfect is to change often.
Winston Churchill
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