11 Apr How to target your audience with direct mail
How to target your audience with direct mail
With the first three options above, a list is required to imprint onto each mail piece, and that
list can be costly, depending on the level of specific demographic targeting you want. Examples
of demographic data commonly used include:
Salary Range – You don’t send a Jaguar postcard to a household earning $50,000 annually.
Number of Children – Chuck E Cheese’s Pizza probably does not want to target 50-year old
Geographic Range – Why send a letter for a florist running Valentine’s Day specials to a house
40 miles away?
Business/Residence – Not a good idea to mail an air compressor repair company’s postcard or
discount card to a group of apartments
With EDDM mail, you can also select AVERAGE demographic information for each carrier route,
like average income, number of people aged between 25-44 years, etc., but you can’t tell each
household’s exact info, just the average for that route. The savings in postage however most
times make up for the extra printed pieces to fill the route.
Years ago, mailings were broadcast to entire regions, costing huge amounts of postage and printing
expenses, but now we can target so much more precisely with each of these methods sown above,
changing the concept of shotgun-blast into rifle-scope targeting.
Each business has different audiences, and making use of these various mailing techniques can determine the
effectiveness of your campaign.
We can show you examples of how effective previous campaigns were, feel free to reach out for more