Direct mail is a powerful tool for reaching your target audience, and you can see this reflected in marketers’ budgets.
According to a study conducted by Sequel, 61% of marketers have increased their direct mail investments in the past 12 months. Of these, more than half (54%) plan to increase them again in the next 12 months.
Why? Because direct mail works.
All successful direct mail starts with the same thing—a great mailing list. While some companies still use (and are successful with) large, undifferentiated lists, marketers are increasingly turning to lists that are more targeted and allow them to focus on the customers who are most likely to buy. Where do they get these lists?
Let’s look at five options:
In-House Data
Not every company has detailed data on its customers, but some do. For these companies, the challenge often isn’t having the data. It’s being able to identify the trends within that data. This is where AI can play a huge role. What it would take a human being days or weeks to find, AI can find in a matter of seconds.
Not only can AI identify the profiles of who’s buying what, but it can predict who’s likely to buy in the future based on past patterns. That new boho blouse you just introduced with the scoop neckline and golden tassels? Input your customer data, and AI might find that the most likely buyers are women 18-34, with middle to higher incomes, living in urban or suburban locations and having attended at least one yoga class in the last six months. As a bonus, AI might uncover that those same buyers are most likely to purchase your new open-toed sandals with the copper buckle, too.
Data Append
What if you don’t know that much about your customers? How can you find out the kinds of details that will help you create those targeted lists? A good third-party list company can come to the rescue. You provide the data you do have, and they’ll fill in the gaps.
Choose a reputable list company that complies with all applicable privacy regulations and that offers fully verified data.
Consumer Data Providers
Don’t have much in-house data at all? Partner with a reputable third-party data provider that offers demographic information. These providers compile and sell databases that include details like marital status, interests, and purchasing behavior, allowing marketers to purchase targeted mailing lists based on specific demographic criteria.
Lookalike Lists
What if you already have good customer profiles and simply want to replicate your success in a new location? Try purchasing a “lookalike” list. These are lists of potential customers who have the same demographic characteristics as your current list, but in a different location. If it’s working in Milwaukee, replicate it in Waukesha!
Geographic Targeting
Sometimes the most important demographic is location. Opening a new restaurant? Dental office? Wellness center? Target addresses within a specific mile radius of your new location. Tack on other demographics like presence of children and household income.
Keep costs down by utilizing Every Door Direct Mail, which allows you to target neighborhoods within a chosen radius of your location. Then refine your list based on key demographics such as home ownership, household income, and presence of children in the home.
Creating targeted mailing lists may sound daunting, but there is lots of help available.
Plus, you don’t have to do it alone. Contact our experts to help you find the right list options for your next campaign.
