Every year, like clockwork, someone declares - email is dead! - soon to be replaced by the latest communication fad. 

Yet, here we are, over half a century since its inception, and email is still going strong. In fact, as of 2023, a staggering 4.37 billion people worldwide use email—a number that’s projected to grow to 4.89 billion by 2027 (Statista). 

So, while new platforms come and go, email remains one of the most effective marketing channels, particularly for the 50+ demographic. 

At Toco Marketing, we have extensive experience in crafting email strategies tailored to the 50+ market. In this guide, we’ll explore best practices to help you craft emails that resonate, build loyalty, and drive conversions. 📈

Understanding the Senior Audience

With a growing number of seniors engaging with digital platforms, your business has a unique opportunity to connect with an audience that values clear communication, trust and personalised experiences. 

Let’s take a look at how the senior audience behaves and what motivates them: 

1. Seniors Are Active Email Users

Contrary to what you might think, seniors actively engage with email. 

A 2012 Pew Research report found that 86% of internet users aged 65 and older use email, with nearly half checking it daily. With internet adoption among older adults steadily rising over the past decade, it’s safe to say that email is still widely used by this demographic. 

So, if you’re marketing to the 50+ audience, showing up in their inbox is essential as part of your marketing strategy. 

2. Trust and Reliability

Seniors are cautious online consumers who prioritise trust and reliability when engaging with brands. They’re more likely to engage with companies that provide clear, transparent information and avoid those using aggressive sales tactics. 

Moreover, accessible customer service is crucial for this audience, as many value the ability to speak with a real person when issues arise. 

Brands that emphasise trustworthiness, offer personalised support, and focus on long-term relationships over quick sales are more likely to earn and retain the loyalty of older consumers.

3. Simplicity and Clarity

Overly complex language, excessive jargon, or cluttered email designs can be off-putting for older audiences. Seniors appreciate straightforward messaging, easy navigation, and concise content that gets to the point. 

Research shows that emails with clear, simple language and logical formatting increase engagement, as older adults tend to skim content rather than read in-depth. 

For readability, you’ll want to make sure you’ve got the following: 

• Short paragraphs

• Bullet points

• A minimum 14-16pt font to ensure readability

• Minimise distractions (such as excessive imagery or gifs) 

4. Personalised and Value-Driven Content

Seniors are more likely to engage with emails that feel tailored to their needs, rather than generic mass communications.  

Personalisation in email marketing goes beyond just inserting a first name; it involves segmentation based on interests, behaviour and engagement history. 

Studies show that emails with personalised subject lines are 26% more likely to be opened, and segmentation can lead to a 760% increase in revenue from email campaigns. 

For example, an email list segmented by interests—such as health and wellness, travel, or retirement planning—can deliver highly relevant content that seniors find useful and engaging. 

Read more on creating content that connects with seniors here.

Crafting Senior-Friendly Emails

1. Use Clear, Readable Formatting

Ensure your emails are accessible and easy to read by following these tips: 

• Use at least a 14-16pt font size

• Opt for high-contrast colours (e.g., black text on a white background)

• Avoid excessive images or flashing elements

• Provide clear call-to-action buttons that are easy to tap on mobile devices

2. Write in a Friendly, Conversational Tone

Avoid corporate or overly promotional language. Instead, craft emails that feel warm, informative and genuinely helpful (while staying true to your brand).  

A personal touch, such as addressing recipients by their name, goes a long way in fostering trust.

3. Keep Subject Lines Simple and Clear

Seniors are more likely to open emails with subject lines that are straightforward and relevant. For example:

• “Exclusive Savings for Our Valued Customers Over 50”

• “5 Simple Ways to Improve Your Wellness Today”

• “Your Personalised Guide to Retirement Planning”

4. Provide Value in Every Email

Rather than sending purely promotional messages, focus on offering value. This could include:

• Educational content (e.g., financial tips, health advice, technology guides)

• Exclusive discounts or loyalty programs

• Invitations to webinars or community events

5. Use Large, Clickable Buttons for Calls-to-Action (CTAs)

Ensure your CTAs are easy to see and tap, especially for those using mobile devices. Instead of small links, use large buttons with clear instructions, such as: 

• “Read More”

• “Claim Your Discount”

• “Join Our Webinar”

Note: always check preview your email in mobile view before finalising to see what it’ll look like. 

Email Frequency & Timing: Best Practices for Seniors 

1. Don’t Overwhelm with Too Many Emails

Unlike younger audiences who may be used to getting lots of emails from brands, older adults prefer a more measured approach when it comes to communication.

Studies suggest that 1-3 emails per month strike the right balance, keeping your brand top-of-mind without causing email fatigue. 😪

This frequency ensures that your messages remain valuable and welcome rather than intrusive. Instead of bombarding inboxes, focus on quality over quantity, delivering well-crafted content that resonates with the 50+ audience.

2. Find the Optimal Time to Send Emails

Timing is crucial when engaging the 50+ audience through email marketing. 

Research indicates that older adults tend to check their emails earlier in the day. According to Zoho Mail, sending emails between 8 am and 9 am can help ensure that older adults will read your emails. Weekdays are also generally more effective than weekends, as engagement with the 50+ audience tends to drop during weekend days.

3. Ensure Easy Subscription Management

Providing clear and accessible options for subscription management is also crucial in email marketing. 

Older adults value the ability to control the content they receive, and offering straightforward ways to manage their email preferences enhances their experience and trust in your brand. 

Follow these best practices: 

• Visible Unsubscribe Links: Ensure every email includes a prominently displayed unsubscribe link. This transparency not only fosters trust but also ensures compliance with UK regulations such as the Privacy and Electronic Communications (EC Directive) Regulations 2003 (PECR) (ICO).

• Preference Centres: Implement a preference centre where subscribers can customise their email experience. This can include options to select the types of content they wish to receive, adjust email frequency or pause communications temporarily. 

• Simplified Processes: Keep the process for updating preferences or unsubscribing straightforward. Avoid requiring recipients to log into an account or navigate through multiple pages. 

Building Trust & Avoiding Spam Filters

1. Use a Recognisable Sender Name and Email Address

Seniors are especially wary of spam. So, be sure that your emails come from a sender they recognise, such as:

• “Sonia from Toco Marketing”

• “Your Team at [Brand Name]”

2. Avoid Spam Triggers

Certain phrases and formatting can send your emails to the spam folder. Avoid:

• Excessive use of capital letters (“LIMITED TIME OFFER!!!”)

• Too many exclamation marks (“Act Now!!!”)

• Overuse of salesy words like “Free,” “Urgent,” or “Guaranteed”

3. Include a Plain-Text Version

Some seniors use email clients that struggle with complex HTML emails. Including a plain-text version ensures everyone can read your message clearly.

4. Highlight Security and Privacy

Reassure seniors by emphasising data security and privacy in your emails. For example:

• “We never share your information with third parties.”

• “Your privacy is our top priority—unsubscribe anytime.”

Integrating Email with Other Marketing Channels

1. Combine Email with Direct Mail

Seniors still appreciate traditional marketing methods, so you could consider:

• Sending a follow-up postcard after an important email campaign

• Including a QR code in direct mail that leads to an exclusive online offer

2. Promote Engagement via Social Media

Encourage seniors to follow your brand on Facebook or join a community group where they can continue the conversation.

3. Drive Traffic to Your Website

Use email campaigns to direct seniors to valuable blog posts, explainer videos, or downloadable guides tailored to their interests.