While many businesses use direct mailing to target potential clients not everyone does it correctly. Simply mailing off a thousand postcards or flyers with no real plan or strategy is most likely a waste of time. If you’re a realtor interested in selling a condo in a big city it doesn’t make much sense to have your mailers going to suburban neighborhoods and retirement facilities. The goal of a direct mail campaign is to target a market that will generate a response and if you don’t carefully form your list from the latest consumer data you could be wasting a lot of time and effort.
No matter how well designed or captivating your postcards are nothing will happen if the mailers aren’t reaching the right people. The same way it wouldn’t make sense to advertise retirement planning on a cartoon network it doesn’t do your campaign any good to have postcards, brochures and flyers reaching people who aren’t likely to need your product or service. Knowing your target audience is easy, reaching them is another matter. Before you begin any type of direct mail campaign spend time carefully researching demographics and target areas to ensure your marketing materials are going to the people who are most likely to respond.
There are many services out there that specialize in creating target lists for direct mailing campaigns that can make your life a lot easier. You may have a direct mail campaign that targets a specific gender, income group or profession and being able to break down mailing lists by these key factors will greatly improve the response your campaign gets. If you’re a realtor selling a multi-million dollar beachfront home you know there are only a handful of people who can afford such a place and finding these people requires careful research so you identify specific households with the annual income to afford an expensive luxury home.
In addition to finding the right audience for what you’re selling, you also need to design direct mail materials that will speak to your target market. Matching images and graphics with appropriate age groups and income brackets will make a big difference in how successful your campaign is. Knowing how to craft your postcards and brochures with colors and graphics that appeal to certain markets is a skill that takes time to acquire but many printing companies can tell you ahead of time what look works with specific audiences. When you plan your next direct mailing campaign pay careful attention to your target market and the presentation of your message to fine tune your efforts so you get the best response for your investment.