We’ve said it before and we’ll say it again: so much of your success in terms of direct mail marketing comes down to your ability to get the right message in front of the right person at precisely the right moment. One of the major traps that most campaigns fall into, however, is that they go for a mass marketing approach. By trying to appeal to as many people as possible, they end up being compelling to none of them.
To that end, targeted mailing and techniques like list segmentation bring with them a wide range of different benefits that are far too important to ignore.
Targeted Marketing is All About Precision
While it’s certainly true that mass marketing has a very large reach, it also has a limited appeal by default. That’s why the most successful mass marketing campaigns are usually the ones that were always going to appeal to gargantuan audiences: think car commercials, breakfast cereal, beer commercials and things of that nature.
But by going after smaller and more precise prospects mailing lists, you’re therefore in a better position to get more personal – and relevant – with your messaging. You don’t have to worry about crafting a single message that appeals to all audiences and can instead devote all of your attention on communicating with the people who really matter.
Think about it like this: even the most successful ad campaigns don’t resonate equally well with everyone. So instead of targeting 100,000 people in a very general and vague way, you can instead target 5,000 people in a much more appropriate way that will also yield a much higher response rate.
Another reason why targeted marketing is so essential has to do with just how specific you can get if the situation calls for it. You can come up with unique mailing lists for practically anything. Demographic targeting can be used to identify people who are likely to be interested in your products and services based on their age, their education, their income and other factors. You can even use geographic targeting to dive deep into potential customers based specifically on where they live.
Using this actionable data, you can practice list segmentation and further break your customers down into niche markets – including those who have historically been underserved. At that point, you’re not just able to craft a more effective message. You’re increasing the chances of a favorable response by only sending it to the people who were most likely to be attracted to it in the first place!
If you’d like to find out more information about the benefits of targeted marketing, or if you’re just curious about how direct mail postcards might fit in with your next big direct mail campaign, please don’t delay – contact us today.
