Why Saga and Bestway Group use mail to speak to retirees

Currently older retirees, whether they are living on their own or as a couple, watch more TV than anyone else and have the lowest usage of online media, but they do have the highest appreciation of direct mail.
Of course, behaviours will change over time but, according to The Life Stages of Mail research by Royal Mail’s MarketReach, addressed mail is still very effective for advertisers targeting an older audience.
In fact, 35% of this group (of which two thirds are aged over 65) have rene