If you’ve been ignoring the massive potential of marketing to Baby Boomers, consider what this group can do for your next direct mail campaign. Since Baby Boomers make up a large percentage of the population, it would be foolish not to take them into account. Studies show that as of April 2014, there are currently 76.4 million Baby Boomers living in the US. Not only that, but they also have a unique connection to direct mail. Here are a few substantial reasons why you should focus on Baby Boomers during your next direct mail campaign.


Baby Boomers were born between 1946 and 1965, so many of them have already reached retirement age or will within a few years. This extra free time allows Baby Boomers to take more interest in the direct mail they receive. They have more time to sift through offers and promotions and read through the pieces that interest them. If you’re looking to reach people between the ages of 50-70, direct mail is most likely the way to go. In addition to a growing number of Baby Boomers using social media, this will only help make your campaign stronger.


Some people believe that Baby Boomers reduce their spending as they get older, but this is not true. Just because someone has retired does not mean that they don’t have alternate sources of income or second careers. Baby Boomers are the perfect people to target with direct mail because many of them have the disposable income to spend on trips and luxury items. Depending on your business, this might be the exact group you’re trying to reach with the money to spend on your products and services.

Involvement in Charity Organizations

If you’re part of a charity organization or a non-profit, consider running a direct mail campaign to reach Baby Boomers. According to The Chronicle of Philanthropy, “Baby boomers now give the largest share of donations to charities, surpassing every other age group, including the generation born before 1946.” They also go on to state that “Boomers make up 34 percent of the pool of donors, but give 43 percent of all money contributed by individuals.” This not only proves that Baby Boomers have money to spend, but they are also willing to donate to causes they find important. The older generation definitely seems to be the place to go if you have looking for donations.

Conservative Nature

Baby Boomers are no stranger to receiving information through the mail. Younger generations are more accustomed to getting all their information online, so they tend to be less receptive to direct mail than the older generation. Consider that some Baby Boomers are less likely to trust online advertising, simply because it’s not something they grew up with. Although many Baby Boomers are online and active on social media sites, they still like receiving direct mail and they’re most likely the ones to read their mail every day.

When you run your next direct mail campaign, don’t count out the incredible potential of Baby Boomers! Has your company ever focused on this demographic for a campaign? How did it go? Share with us in the comments!