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Senior marketing How to Maximize your Direct Marketing Potential Like all good direct marketing, putting the right senior marketing program together is all about list segmentation and matching the appropriate letter copy and offer to the right segment. When you match smaller segments of prospects to offers and letter copy that motivate them to purchase something, then you have maximized your direct marketing potential. We’ll show you how age, gender, income and home value play a role in determining letter copy, and most importantly, offer structure—not all seniors are the same, and your direct marketing should reflect as much diversity as the demographics in the senior population. We’ll also show you how to avoid the number one mistake made by most direct marketers—with access to all of the consumer and mortgage databases, you’ll be assured of reaching the maximum number of your intended audience, and in the process also maximize your response rate potential. Whether it’s long-term care, reverse mortgages, or Medicare supplements, it’s critical to have access to multiple consumer databases, and to know how to set up the right demographic segmentation strategy. If this is done correctly, then you can maximize your potential by reducing your mailing quantities and costs. |
