Did you ever get a piece of direct mail that caused you to say, “I wonder why they sent this to me?” That happens much more often then it should and it’s easy to avoid.
Consider a mailing for a summer day camp sent to an older aged audience of grandparents. Or perhaps a mailing for home improvements sent to someone who lives in an apartment.
The best mailing piece in the world with the strongest offer, the most beautiful graphics and the best copy isn’t going to stand a chance if it is sent to an audience of people who have no interest in the product or service.
Whenever you contemplate a direct mail program ask yourself the question...”who am I trying to reach with this mailing?” Be sure you select the appropriate audience and eliminate lists of people known to be outside of your target audience.
List selection is as much an art as it is a science. There is no such thing as a perfect list, but you can take some precautions to get as close as possible to your ideal target audience.
Consider some of these points when considering your list:
What is the best age group for my product or service?
Does their living in a home or an apartment make any difference?
Is my product or service particularly suited to married people or single people or does it make any difference?
Should my idea prospect be a parent? A grandparent?
Is my product or service aimed at people with special interests such as a particular hobby?
Is educational background an important factor in whether or not someone is likely to buy my product or service?
Chances are you can come up with other questions of your own. Using the answers you provide to these questions will go a long way in guiding you toward your best prospects.
Take the time to ask and answer them.
The folks at Avery Print and Mail Center can help you locate just the right lists for your target audience. Feel free to call them without obligation at 877-283-7976. (877-AVERY-PMC). Your list is one of the most important elements for the success of your direct mail campaign.
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