Options for Direct Mail Targeting

posted by Matt Ward in Advertising Direct Mail.

One of the oldest sections on our website is the Helpful Hints section of our Knowledge Base. Some of the articles in this area have been a part of our website since we first launched it, way back in 1996! The section has had a number of names (including “Tips & Suggestions” and “infoBank”), and while the articles have been expanded and updated as necessary, they have remained a staple of our online presence.

Well, today we’ve added a new, extensive article to that collection, simply titled “Direct Mail Targeting“.

Today, smart marketers are looking at direct mail as less and less of a shotgun type approach to marketing. Instead, they employ it more like a sniper rifle, using a variety of different techniques to deliver a very specific message to a very specific and pre-determined audience. As noted in the new article:

By selecting the correct target audience, the benefits of direct marketing are immeasurable, not only saving you money (by not mailing to those with no interest), but also by optimizing your chances of success with those that do receive your materials.

It’s all about a spend less/make more kind of approach. Instead of focusing on concepts of “mass” or “bulk” – terms which used to permeate the industry – the emphasis has shifted more toward reaching those specific people who are most likely to actually make a purchase. For those who adopt this mentality, the key to success is, of course, being able to find these people so that you can actually mail to them.

That’s where targeting can become a real blessing. It’s also what the new article in the Knowledge Base focuses on.

The article basically points to the two primary groups that you want to focus on when targeting your direct mail. The first is your existing customers. There is often a great deal of untapped potential here for cross-selling different items that your customers may not even know you offer. Additionally, your existing customer base is a great place to go when you are launching a new product or service. Because they’ve purchased from you in the past, there is already an established relationship, which increases the chances of them giving your new offering a try.

The other group that the article points to are your prospects. These are individuals who have not purchased from you in the past, but who may have an interest in your products or services based on demographics such as age, location, income levels, interests or any number of other factors. The challenge, however, is being able to find these people, and our targeting article covers three key ways of doing this:

• List Rentals
• Canada Post’s GeoPost Plus System
• Business and Association Directories

Each of these methods is useful in its own way, depending on what you are trying to do. And, since we go into much greater detail in the actual targeting article, feel free to head over and have a read.

Of course, if you have any additional questions about targeting in direct mail, please don’t hesitate to contact us. We’d love to discuss the topic and help you get your message into the right hands.