An effective direct mail marketing campaign requires a handful of key but well executed elements. It should be visually appealing, have a clear message, engage the consumer, and most importantly: land in the hands of a potential customer. So how does a business do this? One of the best ways is through targeted mailing lists. Targeted mailing lists have become a kind of buzz word in the world of direct mail marketing. But what exactly is a targeted mailing list? And is it the right strategy for your business?
Targeted mailing lists are lists either created by a business or purchased from a broker. These lists allow you to specify certain demographic criteria of the type of customer you want to reach. The names on these lists come from a wide variety of sources. They may come from publicly available information like voter registration, surveys, and telephone listings. The list could also be produced in house if the company has a list of subscribers or contact information from previous customers.
With this approach, your direct mail piece is sent to a highly specific and also personalized list of people. In turn, your ROI is higher because you don’t waste money sending your campaign to homes of consumers that are not likely to use your product or service. The more accurate your targeted mailing list is, the higher the response rate.
Targeted mailing is thought of as the “work smarter not harder” strategy. It requires a little extra effort on the front end, but has the potential to yield your business better results in the long term.
Targeted mailing requires you to get to know your buyer persona.
If you want to reach a specific audience you have to know who that audience is first! Get to know your consumers. Who are they? What are they looking for? Why do they come to your business rather than your competitors? What problem are you solving for them? These are all questions that will help you better understand your target customer.
TARGETED MAILING VS. EDDM
The other main approach is called EDDM, or every door direct mailing. In this type of direct mail campaign, the business sends their campaign to every home in a geographic area or zip code. Some businesses favor this approach and there are a few reasons why. These mail pieces are not normally addressed to specific people, but rather simply “to the current resident of”. EDDM postage is slightly cheaper than targeted postage, so your mail piece is likely to end up in a higher volume of mail boxes. The other advantage is that EDDM does not require a postal permit, which can set you back up to almost $500 a year.
SO WHICH IS BETTER?
The short answer: it depends on your type of business. Both approaches have their advantages and disadvantages. EDDM can save you some cash and potentially get your campaign in the hands of more prospects, but you may not be reaching the right prospects. So our best advice is: Consider both approaches for each campaign you run. Neither is necessarily better or worse.
Lucky for you, US Direct is a master of targeted mailing AND EDDM. So if the thought of figuring this out is daunting , we’re here to help!