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Candidates could benefit from direct mail marketing

For marketers trying to tap into an older demographic, using direct mail materials may be vital for engagement. While younger generations have been quick to embrace online content, the elderly tend to be stuck in their old ways, paying closer attention to what they know - printed mail - rather than something on the internet.

One sector that has taken advantage of direct mail is political campaigns. Because older people vote in larger numbers than younger individuals, those running campaigns are likely to get better results from this demographic by sending out mailers and using address validation software.

"Direct mail and traditional media will continue to have a place at the table for some years to come," said Julian Kingston, COO of California-based political consulting company Political Data, in an interview with the news provider. "There's a simple reason for this — - older people are much more likely to vote, and they tend to be more connected to traditional media."


One political group that has used direct mail to get the public on their side is the Communications Workers of America. The group launched direct mail and robocall campaigns against Republican lawmakers this week.