Many marketers struggle with the best way to reach their target audience. The choices are endless – while cold-calling and door-to-door sales are mostly things of the past, more sophisticated, modern options include emailing, social networking and advertising. What many marketers fail to realize is that direct mail, sometimes thought of as a past practice, can serve your brand incredibly well if executed directly – with targeted mailing lists.
Every brand has select audience segments with which they best fit, but many companies lack the experience, tools and resources to reach their audience. Targeted mailing lists allow you to literally clone your best customers to expand your market reach. You can narrow your list down by different demographics based on your most successful work and campaign efforts with current customers to engage with new, similar people. Targeted mailing lists can quite literally serve as the core to the success of your marketing campaign.
Marketing and advertising professionals tend to channel a great deal of energy into determining the right message while developing campaigns, immersing themselves in minute details like logos, images or slight verbiage changes. That's all well and good, but if you aren't targeting the right audience, those efforts will go to waste and your message won't be effective at all. It's crucial to have a specific, current targeted mailing list to ensure you're capturing consumers who will be likely to engage with your brand or message.
Think of it like this: if you're sending an offer to sell steak to a vegan, it's a no-go. At Amazingmail, we often reference the 40-40-20 rule. Essentially, this principle notes that 40 percent of the success of your campaign depends on your list; 40 percent depends on your offer; and 20 percent depends on the message and creative. Therefore, an average offer and message to a highly-tailored list produces better returns than the best offer and message to a poorly-curated list. It rarely matters how good your offer and message are when the recipient views it as irrelevant to their needs.
Some argue that Every Door Direct Mail (EDDM) is the best direct mail option. It’s true that EDDM is a quick, efficient way to saturate all households within zip codes. However, if marketers are not careful, EDDM it can end up being more expensive than first-class mail, depending on the extent of necessary targeting. Because you must distribute to all households within a carrier route, the more targeted the audience, the less valuable EDDM becomes.
What exactly is the difference between a targeted mailing and EDDM? A targeted mailing allows you to literally clone your best customers to expand your market reach. You can narrow your list down by different demographics based on your most successful work and campaign efforts with current customers. EDDM, on the other hand, is the distribution of a flyer or card product to all households within selected carrier routes regardless of demographic distinctions. This is helpful to businesses like neighborhood convenience stores. However, targeted mailings let you focus your budget on people who are most likely to engage with your message.