Targeting the most likely audience to want what you offer is Job #1 in direct marketing. If you’re not talking to the right person, then nothing you say or do will resonate. Understand these basics about direct mail to invest your marketing dollars wisely:
- To be effective, a mailing list must be current. Outdated B2C lists risk targeting people who may have moved away or who may be deceased. Outdated B2B lists could have you targeting someone who has changed jobs or left the company altogether. If someone other than your intended target gets the mail, it may not be relevant, useful or interesting to them, and your mail may be ignored.
- Targeting is essential for the same reasons. Your mail should be pertinent and engaging to those receiving it. There are countless traits that when used to target prospects, increase your odds of getting a response.
- It’s commonly accepted in direct mail that without a strong offer, the prospect or customer won’t feel the need to act. Once someone has opened your mail, go ahead and offer something that motivates action.
Rely on the direct mail experts at Allegra Lancaster to take the mystery out of mailing lists. You’ll have high-quality and well-managed lists to make sure you are reaching your target markets efficiently and effectively. And that is where the campaign really starts to shine.