This document discusses email marketing strategies for reaching four generations: Greatest Generation, Baby Boomers, Generation X, and Millennials. Each generation has different characteristics and preferences that should be considered. Millennials prefer instant communication and sharing via social media. Generation X values time and convenience. Baby Boomers are regular online shoppers who respond well to recognition and discounts. The Greatest Generation relies mainly on email and wants to discuss interests. Across generations, people increasingly use various media like the internet, TV, and mobile devices for recipes, entertainment and shopping.

1. Email for the GenerationsSocial tactics to trigger responses from the Greatest Generation, Baby Boomers, Generation X and Millennials effectively. Presented By Jennifer Lindsay Jennifer Lindsay Digital and Host of The A-List

3. Boomers: 1946-1964 (45-63)

4. Generation X: 1965-1976 (33-44)

7. Impulse buyers

8. Will share deals as well as event information easily

9. Internet or mobile coupons ideal

10. Battery chargers and in-store WiFi entice

12. Generation X Characteristics Time considered a precious commodity Actively use Facebook, MySpace and Twitter Shop and price-check online Use email and text interchangeably Self-reliant and individualistic Mistrust institutions Calls To Action More than 80% of X-ers actively text or email friends deals Deliver quick hit info and offers Reduce pressure by offering little indulgences to make purchasing / engaging less onerous Communicate ways to keep kids engaged – and parents free

13. Boomers and Late-Boomers Baby Boomers

14. Boomers Characteristics Make up one-third of those actively online Regular online shoppers and big spenders Like spending recognition Comfortable with email Twitter is an untapped outlet: Boomers increased Twitter use 469% during 2009 Calls To Action Reach one and you can reach their entire follower base with product info and special offers Cash-back savings programs Upsell! Areas of interest include: Prescription medications Insurance Gifts for grandkids and kids Entertainment Travel Discount wines by the case

15. Optimizing For Boomers Boomers are still vital and evolving even as they approach and reach retirement age The three basic life structures of Boomers: identity, territoriality, and time Boomers’ identity is essentially optimistic, meaning they have a vitality which makes them survivors, if not thrivers As Boomers age being close to home range becomes more important As people age, their nostalgic yearnings grow, making them more receptive to and long for positive memories of the past

16. The GIs, The Lost and The Greatest The Greatest Generation

17. Greatest Generation Characteristics Value-oriented: Want to discuss areas of interest Spend most of their online time using email and message boards Baby Boomer children influence adoption of technology Asking for more social features the more they are exposed to gadgets such as mobile phones Calls To Action Email and message boards are targeted channels to message about senior discounts Messages need to be large enough to be seen Special products addressing aging issues and special packs for smaller households are winners Message about ways you cater to this age group, such as signage or on-shelf or on-cart magnifying glasses

18. Commonalities: Media & Meals On average, the typical American consumes more than 35 hours of media per week across the three screens of TV, Internet and mobile Across the generations, people are turning to cookbooks, the Internet and TV for recipe ideas and less expensive in-home entertainment as budget-conserving options Millennials are the most wired to the Internet, while Generation X favors TV and the Greatest Generation reads As smartphones redefine customer media interaction, they present enormous potential for generating buzz around products, delivering timely product info and coupon codes, and building community through brand advocacy

19. Email for the GenerationsFin Thank you for listening! Questions?