Reach Your Ideal Customer with Targeted Mail
Effectively Targeting Your Direct Mail Marketing Postcard or Letter Campaigns
Direct mail marketing can offer you high ROI provided you're doing it right. If you want your direct mailings to be successful, you need to make sure you're sending them out to the right people. You can't just send out your direct mailings to an entire neighborhood and hope to see high conversions as a result. Targeted direct mail marketing is essential to help you achieve the results you desire.
Targeted direct mail marketing is a way for you to reach out to those who are most likely to be interested in the products or services your business offers. Targeting your prospective audience can be done on the basis of several factors:
Geographic Targeting
Such targeting is based on prospective customers in a particular geographical area. It could be a city, neighborhood, zip code, county, every door direct mail (EDDM), or specific addresses. When targeting your audience based on geography, it's important to make sure your direct mailing services coincide with local events and offers so that it's more valuable.
Demographic Targeting
Such targeting is done based on audience demographics like:
- Age
- Income
- Education level
- Ethnicity
- Marital status
- Other factors
It's important for you to tailor your message to suit the particular demography being targeted. This can even be for the same product with content written differently for different groups. For example, make-up can be used by anyone for a variety of purposes. It could be to achieve a younger look, cover acne marks, or just to look and feel glamorous. Plan your content based on the audience you're writing for.
Psychographic Targeting
Effective direct mail can also target people based on various psychographic factors such as their:
- Hobbies
- Interests
- Values
- Financial behaviors
- Political preferences
These factors very often play a greater role in the buying behaviors of people than factors like age or gender. For example, a company marketing vegan food would benefit from targeting customers who are already vegan. They can also target people who show an inclination towards animal issues, environmental issues, or are health conscious. Focusing on the various aspects of vegan goods (animal rights, health, and environment) will help to reach a targeted audience that would be more inclined to buy the company's products.
Behavior and media preferences
The buying behavior of people is another important way to target your audience and reach your ideal customer. May people prefer to buy things online and have the products delivered to them. Some may engage in other buying behaviors. People also have different media preferences online. Understanding these will help you provide relevant services and offers that are more valuable to them through your direct mail marketing campaign.
Building Your Internal Mailing List
Maintaining a database of all previous customers along with their past buying behaviors is a good way to understand who your target audience is. After all, you need to have a target audience in mind if you want to make use of targeted direct mail to reach them.
Getting Results with Your Direct Mail Marketing
Using targeted direct mail marketing will help you see results from your marketing campaign a lot faster. You won't be wasting your firm's financial resources on contacting customers who aren't interested. As the saying goes "it's only junk mail if you don't want what's being offered". It's an easier and more effective way to put your business in front of your ideal customers and see higher ROI.
Ready to use targeted direct mail marketing to effectively reach your ideal customer?
At Mail King USA, we can help. Give us a call or request a direct mail quote today.
