Expert recommends targeting the "lucrative" older demographic

Email marketing may not be doing enough to target the older consumer, according to one expert.

In a post this week on the Brand Republic website, Matthew Fitzsimons writes that many advertisers may be missing out on a demographic that is actually "quite appealing" by not catering to their needs.

He states that stereotypically, the idea of the over-60s category can be of "armchair-bound grandparents", but adds that the amount of free time, life experience and financial security could make them worthy of consideration.

Mr Fitzsimons adds that this "lucrative customer base" is being largely ignored by some advertisers and email marketing businesses and states that for those who wish to there are some important points to remember.

Viewing the age group as a whole is one common mistake, he notes, adding that diversity in this demographic means a good understanding of who you are marketing to is essential.

"You must know your audience more thoroughly than simply knowing their age and gain more insight through segmentation of customer data," it is concluded.

This year, Silver Surfers Day - a celebration of older active web users - will take place on May 15th.