Four Tips for Finding Your Most Valuable Direct Mail Audience

February 6, 2024    

To make direct mail more effective with segmentation, you have to know how to categorize your audience. Finer, more granular audience targeting will really focus your message on those who will be the most receptive to it. To achieve just this consider the following four tips for gathering data on and segmenting leads, which are drawn from the ANA's Affiliate Training Program, The USPS Advanced Marketing Certificate Program.

1. Use data from your website to "bucket" your most valuable visitors.
   Remember:
• A user lingering on your "About" and "Services" pages is probably a new lead.
• A user looking at your pricing and "Contact" pages may be ready to purchase.
• Order history, buyer frequency, and buyer recency can be cues to inform customized messaging to current customers.
2. Utilize Social Media Behavior for higher-impact messaging.
   Asking questions such as the following can lead you to actionable insights into your inbound audience:
• With whom are your followers sharing your posts?
• Who is liking but not clicking through to content?
• Are your followers local or abroad?
• Are they primarily men or women, baby boomers or millennials?
3. Align to your ideal customer profiles.
• Consider account-based marketing (ABM). It's a strategy that aligns sales and marketing departments and their tactics to identify the highest opportunity relationships and tailor messaging.
• Understand your ideal customers. Apply demographic and psychographic data — like biggest need, specific verticals, company size, revenue, and more — to better understand those high-opportunity leads.
4. Look into past direct mail performance
• Consider, does a specific ZIP code or customer type respond better to some mailings or messages over others?
• Remember, if a personalized URL is included in the message, individual behaviors can be tracked, as well as segmented from others with like behaviors.
• Consider assigning a task force to review metrics from previous campaigns to discover new information about what your leads care about and which offers or messaging resonates the most with them.

The foregoing represents just a morsel from the banquet of insights and best practices available in ANA's Affiliate Training Program, The USPS Advanced Marketing Certificate Program.

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Source

"The USPS Advanced Marketing Certificate." USPS On-Demand Training Course.