Direct Mail Campaigns: Targeted Mailing Lists vs. Every Door Direct Mail
If you’re looking to market to your current customer base or grab the attention of new prospects — and let’s face it, what company isn’t trying to do that? — your thoughts will probably lean immediately toward digitally-based marketing, such as social media campaigns or online advertising. Though these techniques seem to be some of the more popular means of current advertising, they can be easy to carry out but complex to manage and time-consuming to track results. Why not kick it old school with Direct Mail Campaigns? Direct Mail Campaigns are still a popular marketing tool for several reasons — the biggest being that you can definitely count on the fact that your potential customer will touch your ad. It may be a short touch, or a glance, but if well designed, it will be seen by the consumer you are targeting, and that's something you may not be able to count on with digital advertising. Creativity and concept go a long way when it comes to direct mail. You have less than a second to convince your next customer to take a second look. Working with a professional branding or graphic design agency, such as Nice Branding Agency, to create your campaign mailers is the best idea you've had yet. Printers are great, but printers are printers. The UPS store...well, we’ll be NICE! Let the designers do the dirty work to get your mailer noticed. That's what they're good at. Once you nail down the details of your campaign, it's time to determine your ideal prospect. Use factors such as location, age, household income, and gender to define your target customer. Once your aim is set, basic approaches can be used to reach them — a targeted mailing list or Every Door Direct Mail. What’s the difference and which one is best for you? We’ve broken it down and dirty for you below.
Direct Mail Campaigns to Targeted Mailing ListsThis approach involves a marketing campaign that is mailed to a purchased list of individuals with demographics compiled from any number of sources, including telephone listings, voter registrations, self-reported surveys, in-house subscriber lists, or offers that individuals respond to (buyers, inquirers, subscribers, sweepstakes entries, or club members).
Highly TargetedTargeted mailing lists can be as narrowly or broadly tailored as you need them to be and can be based on factors as broad as geography and gender, or as narrow as specific buying habits and number of children in the household. Looking to market to single-income households with stay-at-home moms and two or more children? No problem! What about families with only one child, living within a 10-mile radius of your business, who have moved within the last two months? That’s pretty specific, right? Well, that’s doable as well. You just need to keep in mind that the more narrow and specific your factors, the smaller the list will be.
PersonalizationIn addition to targeting the correct demographic for your campaign, your direct mail piece can be personalized based on that audience. Let’s say your service is pricey, something of luxury. Knowing that you have targeted a higher-income demographic, you can make certain that the graphics and message around your campaign reach and lure that target group. Without the custom targeting, your demographic could have multiple income levels, thus making your campaign half as effective as it could possibly be because the lower income levels are not drawn to the same look, product, or service as the higher-income-level recipients.
Increased Relevance to ProspectsPersonalized marketing pieces with relevant content can and often do make the difference between recipients tossing “junk mail” into the garbage or having their interest engaged, drastically increasing your return on investment (ROI) when compared to that of generic marketing campaigns.
Multiple ComponentsNo matter whether you are working with a design agency, such as Nice Branding, with all-inclusive services, or piecing together the mailing in-house, the following must be taken into consideration when putting together a Direct Mail Campaign:
- Design and formatting of mailing piece
- Printing cost of mailing piece
- List purchase (one-time use versus multiple-use)
- Postage/Mailing cost
- Postal permit, if applicable