Some brands that have done well for targeting Generation X are Politico, Amazon, and Ford. They use all different types of technological devices for different reasons, so make sure it is all optimized for the best display and interactivity. Generation X is one to read an email on their phone about a purchase and then go to their computer to make that purchase. Anything that makes their life easier is better. Preach convenience, whether that be same-day delivery, or auto-purchasing subscriptions. Generation X is busy and they do not have time to read through all your emails. They are used to traditional old-school email marketing. They have lived through the rapid changes of technology, from big chunky computers to small tablets, being most comfortable with using their desktop computer. Gen X does not use technology like other groups. They are not going through major life changes and are typically stagnant with established careers and older children. Gen X is a smaller generation, but actually take home 31% of the total income in the U.S. Good topics, subjects, and products to market to Baby Boomers include: retirement topics, second homes, more conservative investments, health, nutritional supplements, volunteering, spirituality, books and reading, vacations and cruising, spending time abroad, continuing education, retirement communities, gardening, caring for aging parents, being a grandparent, and more. Some brands that have done well for targeting Baby Boomers are AARP, L’Oreal, and Fidelity Investments. They use long paragraphs that are easy to read with pictures. This email from the Palazzo Margherita is perfect. Create long email copy and write like a magazine article. Boomers are more likely than other generation to read books and newspapers. If they feel talked down to or trends are overly explained, they will be turned off. They will have no idea what you are talking about! Instead, focus on industry, breaking, or economic news. TikTok trends, Kardashian quotes, or any pop culture references probably won’t resonate with Boomers. It makes your eyes work harder and open wider, which causes the text to blur, also known as the halation effect. Also, do not use light fonts on a dark background. This is just like for any other generation, but most important for this one.
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