Unlocking Targeted Direct Mail Success

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For businesses seeking to reach specific audiences and optimize their ROI, targeted direct mail campaigns are are an excellent strategy for precision targeting.

According to a report from Direct Marketing Association (DMA), direct mail achieves a 4.4% response rate, as compared to 0.12% for email. That response rate only improves when targeting the right audience.

Sharpdots Targeted Direct Mail graphic with direct mail 4.4% response rate stat thought bubble and woman thinking.

Understanding Targeted Direct Mail

One size does not fit all when it comes to direct mail campaigns. A great direct mail campaign depends on understanding your objectives and knowing what audience you want to reach.

Targeted Direct Mail provides a multitude of benefits for your business. Instead of delivering your mailer to all the addresses in a local geographic area as in an Every Door Direct Mail® campaign, targeted direct mail is designed to reach a specific target audience.

 

Cost Effective Solution

Targeted direct mail campaigns focus your marketing resources on a specific audience segment.

We recommend focusing on your ideal customer profile. This strategy minimizes direct mail campaign costs by only sending mailers to individuals who are ideal customers for your business. At the same time, targeted direct mail campaigns maximize your campaign ROI by targeting the individuals most receptive to your offer.

 

Personalization and Relevance

Targeted direct mail allows for personalized messaging tailored to the recipient’s preferences, behaviors, and demographics.

Because you are choosing a segment of your audience to send mailers to, you can customize your messaging to a much greater degree.

This level of customization enhances relevance, resonating more deeply with recipients and driving stronger engagement. In fact, research by the Association of National Advertisers found that personalized mailers achieve response rates of up to 6%, which is more than the average 2% response rate for non-personalized direct mail.

 

Increased Response Rates

By reaching individuals who are more likely to be interested in your offering, targeted direct mail campaigns consistently deliver higher response rates as compared to more general mailings.

This translates to better conversion rates and a greater return on your marketing investment.

 

Measurable Results

Targeted campaigns are highly measurable. You can track responses, conversions, and other key metrics by tracking the specific offer on your mailer.

You can use unique discount codes, Personalized URLs and QR codes to track engagement and conversions. This allows you to implement data-driven optimizations and continuously improve future campaigns!

If your business wants to increase direct mail performance, targeted direct mail campaigns are an indispensable tool for your marketing strategy!

Benefits of Targeted Direct Mail graphic

 

Choosing the Right Mailing List for Targeted Direct Mail Campaigns

The first step to creating a targeted direct mail campaign is to decide who you want to target.

 

What are Targeted Mailing Lists?

Targeted mailing lists are lists of prospects based on specific criteria such as demographics, behavior and interests. Selecting the most effective criteria depends upon who you want to reach with your campaign. A Targeted Mailing List enables you to send mailers directly to people most likely to respond to your offer.

 

An ideal targeted mailing list has the following qualities:
  • Data points relevant to your target audience.
  • Up-to-date data that is verified for accuracy.
  • Large enough to result in a return on your investment.
  • Affordable within your overall campaign budget.

 

Types of Targeted Mailing Lists

There are a number of different types of targeted mailing lists you can use to reach specific audiences.

 

Enhanced Existing Customer Mailing List

You can use your own customer list as a starting point to launch targeted direct mail campaigns by focusing on specific audience segments of your own customers. This strategy is great for businesses looking to increase their number of repeat customers as well as businesses with seasonal offerings or sales.

 

If you’re using a mailing list of your existing customers, download our mailing list template to format your list for easy processing.

 

Leveraging the loyalty of your current customers by targeting them with relevant offers and updates is a great way to generate more business without increasing acquisition costs.

 

You can start defining your target audience by using the following criteria to create segments from your customer database:

  • Purchase history
  • Customer type
  • Interests
  • Collected data points

If you don’t have mailing addresses for your customers, you can partner with us to append any missing data. Here are just some of the data points we can append to your customer list:

  • Mailing addresses
  • Telephone numbers
  • Emails addresses
  • Social profiles
  • Demographic data

 

Ideal Customer Profile Mailing Lists

Another excellent way to find more of your ideal customers is to buy a direct mail list of individuals that match your Ideal Customer Profile. This method uses demographics and other data points to create an Ideal Customer Profile that allows you to create a mailing list of more customers that fit that ideal profile.

  • Age
  • Marital status
  • Income level
  • Activities

Similarly, B2B businesses use their customer data along with firmagraphic data to generate Lookalike Audience Mailing Lists. Demographic and firmagraphic filters help pinpoint individuals who match their ideal customer profile, ensuring their offer is delivered to the people most likely to convert!

 

Purchased Direct Mailing Lists

A great way to test out new segments in your audience and to generate business from individuals outside of your known customers, is to buy direct mail lists. All kinds of Direct Mailing lists can be purchased.

Specialty Direct Mailing Lists specific to businesses, such as Non-profits and Realtors, can be purchased. These tailored lists ensure precise targeting within niche markets all while meeting legal and privacy requirements.

  • Non-Profit Mailing List
  • Real Estate Mailing List
  • Mortgage Mailing List
  • New Mover Mailing List

For example, some realtors purchase mailing lists of consumers who are in the process of moving or have moved within the last 12 months. Ask our direct mail experts about our New Movers Data Service.

Lists specific to your industry requirements, help ensure your mailer is successfully delivered to the right audience!

 

 

Launching a Targeted Direct Mail Campaign

Here are steps to launch a successful targeted direct mail campaign:

 

1 | Choose Your Target Audience

Define your target audience based on demographics, behaviors, or previous interactions.

 

2 | Create or Purchase Your Mailing List

Ensure your mailing list aligns with your defined target audience. Partner with an agency, like Sharpdots, to purchase a new list or append missing data to your customer database.

To make sure it is formatted correctly both for printing the addresses on your mailing and that the contacts on your address list are deliverable. Download our template below to format your mailing list to meet USPS requirements.

 

3 | Create a Compelling Offer

Craft irresistible offers that prompt action from your target audience. Ensure your Call To Action, or CTA, also aligns with your method of tracking results.

 

4 | Design Personalized Mailers

Tailor your creative to resonate with the specific needs and interests of your target audience. Include variable fields to personalize your messaging. You can make a lasting impression by sending dimensional mailers such as Pop Up Cube Mailers or Sample Mailers.

 

5 | Engage a Print Partner

Collaborate with a trusted print partner to produce and prepare your mailer for delivery.

At Sharpdots, we can help you design, print, and send your mailers. We can also help you purchase a mailing list or refresh your customer database in order create a a customer mailing list that targets a specific audience segment.

 

6 | Meet USPS Requirements

Prepare your campaign for mailing to ensure timely and accurate delivery through your local post office.

 

7 | Measure and Track Results

Implement tools such as Personalized URLs or QR Codes to monitor response rates, conversions, and overall campaign effectiveness.

According to USPS® Generational Research Report, QR codes yield the highest awareness and engagement. However, other methods you can use for tracking can also be effective, like using a unique code in offer or using Personalized URLs to track visits to your website.

 

Elevate Your Direct Mail Strategy

Targeted direct mail campaigns open doors to higher engagement and conversion rates by honing in on the right audience segments. At Sharpdots, we can help you launch your next campaign with precision and effectiveness.

 

If you need to purchase a targeted mailing list, or are interested in a direct mail quote submit the form below to get started on your next campaign. Your success is just a campaign away!

 

 

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