Building a Targeted Direct Mail Campaign Strategy
Marketing is the intersection of education and persuasive allure. However, some businesses view advertising as shouting into a New York City intersection. To those that do, they will not see results. They will grow tired and frustrated.
Marketing expert, Elizabeth Gardner, captured this tension very well in her talk. She said, “It’s hard to target a message to a generic 35-year-old middle-class working mother of two. It’s much easier to target a message to Jennifer, who has two children under four, works as a paralegal, and is always looking for quick but healthy dinners and ways to spend more time with her kids and less time on housework.”
To that end, let us show you how DBM would put together a campaign for ‘Jennifer’.
First, we will ask very specific questions to determine the delineations between the 35-year-old generic mom and “Jennifer”. The conversation would be a series of questions to determine the client’s target. Helping our clients know a right target is the beginning of a good campaign. And if the specifics are not as well known, we will help get as clear a picture as we can.
Now that we know who ‘Jennifer’ is, we can find areas or neighborhoods where she may live or work. Our database has been consistently nurtured for more than 27 years to grow bigger and more accurate. Layering multiple government APIs, public records, proprietary algorithms, and with a history of successful campaigns, we are able to hone in on the locations, professions, age, and other demographics. This enables us to target all the ‘Jennifers’ in your world.
Match Targeting with Timing
Using the database to its fullest, we are then able to calculate exactly where to send the direct mail. Rather than full zip codes, or even small areas, we can target specific neighborhoods or apartment communities.
And like your online endeavors, we could then A/B test the mailer by segmenting them into thirds to see results before other batches are released. It may be that we tweak something for the next go round. This would help lessen risk on the mailers and see performance over time.
We could also do every other house in a certain neighborhood so that the word of mouth is consistent and stable throughout a particular season.
We save your campaigns. By doing so we can always pull up your locations, targets, and results to better serve your next marketing initiative. Having an account to pull from allows us to specialize further and further as the relationship advances.
Direct mail is more than printing. It is more than a catchy hook. Though both are important, we believe that targeting at a high level will result in amazing results to the exact audience you want to reach.
Please reach out to us if you need a highly targeted and specific campaign.