Your list is everything. In addition to creative copy, interesting design, and a great message, making sure that your campaign finds the right groups is number one priority. Knowing your audience is a golden rule in marketing. It is tempting to cast a wide net for the sake of coverage, yet if a campaign isn’t finding the right people, then the campaign has already lost some of its potentials.
For the sake of simplicity, let’s imagine you have a large campaign in the works. The campaign is a promotion for three free months of service when you sign up for a landline phone package.
Now, let’s say that you have a list of 250,000 contacts who are evenly spread around your geographic region. The campaign is printed and then sent to all of your contacts. The campaign works and you see a lot of new people signing up for your services.
But success like this isn’t always the case. You might run a similar campaign, but this time in an area with a high population of millennials. Not surprisingly, millennials haven’t used a landline phone since they were in primary school – and they aren’t going to start anytime soon. It would be a waste of time and money to blindly send your direct mail campaign to this area, hoping that there might be some boomers living in the mix.
A Targeted List Is an Effective List
Instead, take the time to ensure that you know who you want to attract and target. That way, your direct mail campaign will find its way into the hands of individuals who will have the propensity to act on the offer presented.