When it comes to direct marketing mailing lists, you have many options. While you could send mailers out to potential customers in a given geographic area, it’s even smarter to use highly targeted mailing lists.
By filtering your criteria down, you can get more bang for your marketing buck – and your messages will be much more relevant. As a result, you can expect a higher conversion rate.
Let’s say that you’re a photographer who offers a variety of family portrait services in a moderately sized city of 100,000. While you could conceivably have a direct marketing mailing list that includes everyone in your city, you may not want such a broad market. For example, if you specialize in school portraits, it doesn’t make sense to send offers to families that do not have school-age children.
Think about your target audience first along with the type of service you would like to promote and let those factors drive how you target your next mailer. For example, if you enjoy photographing new babies and find it profitable, you might want a targeted mailing list consisting of new parents in your city.
Again, your city is relatively large and not all new parents will be good candidates for your service. Drilling down further allows you to create direct marketing mailing lists based on the more affluent ZIP codes in your city. Now, not only can you target new parents who want professional portraits of their newborn babies, you can also target those who have the means to pay for your services.
Once you have determined which service to promote and who you want to send your mailer to, you can then create a relevant marketing campaign that appeals specifically to your targeted audience.
In this case, you’re selling baby portraits to new parents in specific neighborhoods. This information serves as your guide as you create your message. Rather than trying to be everything to everyone, you can be a specialist to a select few.
By buying targeted mailing lists, you can ensure that your “congratulations on your new baby” message lands only in the mailboxes of new parents. Better yet, you can control which neighborhoods those messages go to which helps to further define your list. While this is still a numbers game, you should have a higher conversion rate than if you sent that same message to the entire city.
In addition to creating highly targeted messages that are more likely to convert, using targeted mailing lists can also reduce your marketing costs dramatically. There’s no need to send generic messages to the masses.
By drilling down, you are making your list smaller and more relevant. You’ll likely pay less for targeted mailing lists because they contain fewer contacts. You’ll definitely pay less in postage and printing materials because you will be mailing fewer mailers. Meanwhile, your conversion ratio will be much higher because you sent the right message to the right demographic. That’s the power of targeted mailing lists!