When used correctly, direct mail can help you reach the right audience and make a big impact without breaking the bank. The key to success? Starting with the right direct mailing list. Whether you’re sending an advertisement, political mail or a fundraising appeal, an effective list doesn’t necessarily include everyone on a given street. You can narrow and refine your list using a few simple methods, some of which don’t cost a cent.
Ready to dive in? Here’s everything you need to know about creating a direct mailing list that works.
Why Direct Mail is Effective
When you utilize direct mail for your business or organization, you’re focusing your efforts on a smaller group of people – those who are most likely to respond, which saves you money. Additionally, using a direct mailing list provides a way to reach clients in a more personal way. You can address them by name, hopefully making them more open to receiving your message.
Using an Internal List
This first method is free and might be a good place to start if you’re new to creating direct mailing lists. Essentially, you look at the customer list you already have, filtering through information to target the customers you think would be most interested. This way, you are only sending to those with a certain characteristic, such as those who have already purchased from you or have expressed interest in doing so.
Using a Compiled List
The second method still casts a wide net but refines it based on certain factors. For instance, you may want to target a specific neighborhood, mail carrier route or zip code. To use a compiled list effectively, you need to ask: Who is my best customer? Who is the most responsive to advertising? What do all of my best customers have in common? Then, use that information to narrow down your list. For example, you may wish to specifically target parents of young children who live in a specific neighborhood. You can accomplish this using demographic filters.
Getting Started with List Acquisition
Finally, you can get very specific with your list and target only people who bought a certain product or are searching for what you offer based on specific behavior or past purchasing history. This is called list acquisition. It’s possible to acquire a direct mailing list through a third-party service provider. Doing so will cost more than the first two methods, but it has several benefits that may make it worth your investment. First, you know that you are reaching exactly the audience you intended. Second, you can feel more confident that you sending only to recipients who are interested in what you are offering.
Start with the Right List
There’s no need to guess when it comes to your direct mail audience. Target Print & Mail can assist with direct marketing, list acquisition, invitations, fundraising appeals, postcards, newsletters and more.
Our team works closely with list-generation partners to provide targeted mailing lists and help ensure that you only reach the people you want to target with your direct mail campaign. We can purchase lists based on demographic information such as age, gender, household income, race, home value, political affiliation and many other criteria.
We’ll help you customize your direct mailing list, design your mailer and give you tips to increase your open rate all based on your budget and needs. Click here to get started today!