When you want to target a very specific audience, direct mail database marketing is one of the most effective approaches out there. Although direct mail is a very crowded channel, it’s still one of the best ways to tailor specific messages to very specific groups of target customers in specific or broad geographies. When the right creative and copy is delivered to properly targeted customers over time, you get big results.
With more accurate data available on individuals than ever before, it is possible to segment a campaign into numerous accurately targeted messages designed specifically to maximize response from various segments of your target market. Don’t confuse this with the over-used industry buzzword “personalization.” A one-size-fits-all campaign is not the most effective approach. Your products or services appeal to various groups of customers for different reasons. Tell each of them the story that appeals only to them.
When putting together a direct mail strategy for clients, we dig deep to find who these groups of potential customers are, what motivates them and what are the most effective visuals and copy that will influence them to take action. Plus, by building in feedback mechanisms into each campaign, we can carefully monitor and track the performance of each segment over time and adjust accordingly. It’s an effective formula that delivers ROI from the traditional direct mail channel.
With powerful database mining, we can create highly targeted mailing lists based on just about any criteria related to individual consumers or business people. Criteria such as income, age, marital status, home ownership, car ownership, position or title, industry, SIC/NAICS selections and more from just about any type of geographical parameters can be specified to deliver your campaigns to a highly targeted list of recipients.
Additionally, depending on the target audience and overall goals of a direct mail strategy, we determine what the best combination of format, creative and copy necessary to quickly cut through the clutter and save your direct mail pieces from the dreaded recycle bin. In some cases a letter in a standard envelope is the best solution. Other times an oversize brochure/mailer with a full color visuals and compelling headline is the best approach. Let us put our experience to work for you to recommend the right solution, or combination of solutions to produce the results you’ve been waiting for.