Now, this process is easier than it has ever been.
According to an article published by Direct Mail Shark, there are 5 main ways business owners and marketers can target their direct mail efforts:
You can target customers based on the location you expect to find them in. For example, you can send a direct mail piece to a specific neighbourhood, street, postal code, or even a preselected radius surrounding your business.
This is an especially helpful strategy used by businesses with physical storefronts to help attract local foot-traffic to their stores.
This type of targeting uses several different demographic data points to target your ideal customers. These points include:
- Median income
- Education level
- Place of residence (House, apartment building, etc.)
- Marital status
- Family size
Business targeting is used when your ideal customer happens to be another business (B2B). With this type of targeting, you can filter through businesses based on whether they are a corporation, government agency, nonprofit organization, or any other type of business.
Businesses that exclusively market to other businesses stand to benefit the most from this type of targeting.
Psychographic targeting differs from demographic targeting in that it also considers the psychological state of your prospects. This includes their values, hobbies, personality traits, attitudes, likes and dislikes, interests, and more.
Understanding this information will help you choose the people who are most interested in your products and services and likely increase your direct mail response rate.
Sales Stage Targeting
Finally, you can target people based on the stage they’re in within the sales cycle. In order to maximize your response rates, it’s worthwhile to send out different messages to new leads compared to those who have already purchased from your business before.