Silver surfers

So-called ‘silver surfers’ could be more responsive to email marketing, it has been suggested.

Matthew Finch, who oversees online marketing for
travel company Warner Breaks, tells E-consultancy his firm has seen
success with emails as a means of targeting the over-50 age group.

He adds that traditional methods of advertising – both online and offline – remain important to older web users.

“We have invested significantly in display
advertising and affiliate marketing to reach new customers – and of
course search marketing,” he tells the e-commerce website.

“Email marketing has increased significantly over
the past 12 months as we find our customers are highly receptive to
communication by email.”

He recommends a wide-ranging promotional campaign
in order to reach the more mature audience, with internet service
providers and webmail sites among the more successful targets.

A study conducted by Burson-Marsteller recently
revealed that young people with influence over their peers are the most
likely demographic group to respond positively to a commercial message.