Success in direct mail marketing begins with the right mailing list. There are many methods available today that allows you to saturate entire geographical areas with direct mail. But what are the chances that every household in a whole zip code has an interest in your products or services?
Chances are your target audience is more narrow than that. Sending to people who find your business irrelevant to them will only ensure your advertising efforts end up in the trash and will yield a little return on your investment.
A targeted mailing list will increase your response rates and will help you achieve your marketing objectives much more effectively for the following reasons:
Lets you speak to your Audience.
There are countless list service providers out there that can provide a direct mail list based on very specific demographics and criteria. If you are a B2B company, you can purchase a business mailing list and avoid sending to consumers entirely. Targeting your direct mail marketing to only your ideal customers will ensure you are not spending your marketing budget on people who will not buy your products and services in the first place.
For example, a child care business would likely determine that their target audience is middle-income families with children under the age of 12. Blanketing a zip code or mailing to a non-targeted list will produce far fewer results than sending to only people who fall into their desired demographic.
Allows you to nurture your current customers and leads.
Every company already possesses a list of people who match their ideal demographic; their customers. After all, keeping your existing customers should be just as important finding new ones. You can increase the success of your direct mail marketing by segmenting these lists into smaller, more targeted offerings.
Use the data you have to identify purchasing patterns and send to them when they are most likely to buy. For example, an oil change facility can send their customers a reminder for an oil change three months after their last one. It's all about touching them at the right time, with the right message.
Adds the ability to personalize your direct mail campaigns.
Having a targeted mailing list allows you turn your direct mail into a personal conversation. Mail pieces can be customized to each individual, like adding their first name to the beginning of the message or customizing the artwork using tools like image personalization. Doing this can dramatically increase response rates of your direct mail marketing.
In fact, a company can radically improve their response rates with a highly personalized, color print campaign. In those instances, the response rate is 6.5 percent according to an article by AZCentral. This is something you can not achieve with saturation mailings.
Ignoring these benefits is hard. A targeted, direct mail list will help increase response rates, get more out of your marketing budget and allow you more creativity in your direct mail marketing.