Older Prospects Equal Better Open Rates

While people who are 55-plus are sometimes viewed as one segment, it may be helpful to consider that direct mail is most effective in targeting fully retired prospects who are around 70 years of age and older. The senior segment of the 55-plus demographic is probably the most conducive to reading direct mail, so that gives you a great leg-up to begin with. The odds of your mail being opened is greater with a senior.