Adopting an age-based Email marketing strategy allows an organisation to target a specific market at one point of time with their online campaigns and messages. The demographic of age helps the businesses to accumulate accurate information on their customer bases, about their wants and using that data they can change their marketing strategy to meet the standards of each age group.
This not only ensures a higher profit margin but also helps the business to keep it’s customers coming back in the long-term.
|Benefits of Age-based Email Marketing||Drawbacks of Age-based Email Marketing|
|Focus on one group||Potential business is lost|
|Customised for each group||Demographics keep changing constantly|
|The medium is perfect for marketing||Extensive Research is indispensable|
|Efficiency is greatly increased||A lot of it are assumptions|
|High returns can be expected||It incurs high costs|
|Creates a loyal and strong customer base||The data collected is very vague|
|Improvements can be made easily||The customer can easily be alienated|
Advantages of Age-based Email Marketing
- Concentrating efforts :
Once the whole customer base has been divided into smaller groups based on their ages, the organisations can concentrate all of their efforts on a much smaller subsection of the whole population leading to higher returns from each subdivision. Different age groups react differently and so each group will require different types and levels of effort.
- Tailor-made :
People of different ages have gone through different experiences and each of them has a different agenda on their mind. So their preferences and dislikes will keep differing from people of other ages. Dividing the customers based on their ages helps to tailor the marketing strategies to meet the requirements of each age group.
- Medium :
Using Emails to promote your marketing campaigns works brilliantly as Email transcends all age boundaries. However different age groups use the medium for different purposes and varying lengths of time during each day. So a bit of tweaking for the campaigns when pertaining to each age group is required, made possible with the age-based style of marketing.
- Efficiency :
Since the entire resource pool is focused on a single subsection of the whole customer base, at a single time, it helps the business to act more efficiently. Resources can be redistributed and/or redirected to increase returns from each distinct age group. This also makes the whole marketing strategy more cost efficient.
- Returns :
The campaign and/or messages are tailored to meet the preferences of the customers and thus tend to resonate within them relatively better than others. As a result the return on investment from segregating the customers based on age and then marketing differently to each group, tends to be much more than having a much more generalised campaign.
- Customer Relationship :
The personalisation of the online campaigns via Email, helps in the organisation’s message reach the customers on a much more human level. This creates a stronger and long-lasting customer loyalty. The customers feel they can identify with the brand and that it is an advocate for their thoughts, needs, etc., assuring a stable customer base in the long-term.
- Improvement :
Focusing everything on one age group at a time encourages the business to edit their online services and campaigns in newer ways. The extensive research conducted to divide the customers’ age groups and finding out their preferences, helps them understand their clients better and improve on their marketing as a whole and even products and/or services later on.
Disadvantages of Age-based Email Marketing
- Losing Business :
An obvious drawback that comes with dividing customer bases is losing out on business. The parameters based on which groups are divided and the ways in which they are thought to behave are very generalised. So there will always be potential customers who do not fall into these parameters and that can lose the organisation a lot of business.
- Change :
Human beings are always changing with time. People from the same age have different likes and dislikes than people from the same age group from a few years back. For example people in their twenties were far more likely to get married ten years back than in the present day. So the marketing strategies need to be changed constantly.
- Extensive Research :
Dividing the customer base based on age group, finding out their preferences and how they tend to function, locating the techniques that will work for each group, etc., all requires extensive research beforehand to acquire the sample information to make those decisions. Only then will the online Email campaigns be successful and bring in the profits.
- Assumption :
Despite the exhausting research and accurate data, there is no guarantee that a company’s predictions will hold true. A lot of the marketing using the age-based data will have to be done with assumptions. Culture has a large influence on people from all ages and companies must make these assumptions keeping in mind their own cultural norms.
- Expenditure :
Extensive research is a main factor for the high costs. Also separate marketing strategies need to be devised to target each age group. This means extra money spent trying to come up with new strategies each time. Time means money in business and time spent on research and devising strategies must also be taken into account as expense.
- Vague :
Being age-based this marketing strategy only tells a person’s age. Age is just a number. There is minuscule to no information about an individual’s character, his/her values, etc. So all the decisions taken to customise the marketing strategy for each age group are made based on these vague assumptions on the likes and dislikes of each group.
- Alienation :
Since data is collected simply on the basis of age, some of the facts collected after analysing the groups can be simply shallow and/or redundant. The age-based marketing strategy already assumes everyone in the same age group to react in the same way, have the same requirements, attributes, etc. These can be extremely inaccurate and downright offensive.
As we can clearly see, using this kind of a marketing strategy will definitely give you an edge. You can allocate your resources effectively and design online campaigns that will connect with the clients at a much more human level. However the cons list of this strategy is not that short either and so they should all be considered to make sure that they are sury outweighed by the pros before this strategy is implemented.
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