The first and arguably most important box to check when developing a successful direct mail campaign is determining your target audience. You can design the most engaging mail piece, but if it isn’t mailed to the appropriate prospects, the likelihood of receiving any calls or clicks to your website drops dramatically. The right marketing mailing lists maximize the success of your campaign.
There are critical steps to take before you take the step to rent or buy mailing lists. To get the outcome you desire, determine who will respond to your product, service, or special offer.
How to Choose an Audience
The first step is to take the time to think about your ideal customer. Perhaps your ideal customer are the ones you already have. Maybe your ideal customer is slightly different than your current base. Either way, it’s best to think about what demographics make up your ideal customer.
Jot down a list of characteristics like:
- Household income
- Homeowner or new homeowner
- Married with Children
- Do they live in a specific neighborhood with home with certain home values?
- Are most of your customers within a one to three–mile radius of your location or are your customers spread out?
All of these factors play into the right targeted mailing list you can use to attract new ideal customers. These traits will help determine the type of marketing mailing lists to use. Now let’s look at reasonably priced direct mailing lists that will target your ideal audience.
3 Inexpensive Marketing Mailing Lists
1. Saturation List – A saturation list is exactly what it sounds like. A list of addresses with zip codes that encompasses a radius around a particular location and “saturate” or mail to every address. This list is for businesses that want to attract new customers in a particular area (maybe a two to three–mile radius from your physical location) but don’t need to target specific criteria.
2. New Homeowner List – Mailing to new homeowners is a great way to get in front of an audience that is ready to spend money and needs specific services to personalize their home. Every new homeowner wants to make their new house their own whether it be shutters, blinds, storage, kitchen/bathroom remodels, and much more. Or they need new services in their new neighborhood like restaurants, dentists, pest control, or pool services/landscape.
3. Consumer List – Some businesses may require an audience that meets specific sets of criteria. When considering a consumer marketing mailing list, think about things like household income, home sale value, or age of residents in the household.
After you’ve nailed down your target audience, don’t forget to craft a call to action (CTA) that matches the criteria on your list. You don’t want a CTA or special that misses the mark on your new leads.
If you’re addressing a new homeowner, congratulate them on their new home. If your list is households with children, highlight kids in some way whether through imagery or special offers. Also, if you buy mailing lists that includes the prospects’ name, personalize your mail piece and include their first name or any other data point you can incorporate. Personalization in a mail piece only strengthens your chances of the person reading your mail and taking action.
We Can Help
If you don’t have an internal marketing team to design your next direct mail campaign from start to finish, turn to One Stop Mail – we do all the heavy lifting for you. From professional, eye-catching design, to affordable mailing list and data services, to deploying your mailings, you can depend on One Stop Mail to deliver outstanding results and help you stand out in the mailbox. Call 602-233-3003 to get started on your successful campaign, today.