Even with the widespread use of online marketing, Direct Mail Marketing continues to be a highly influential and valuable tool for many businesses’ marketing campaigns. And there is a good reason for that. Direct Mail has existed for over 50 years and it methods evolve constantly to help businesses target their audiences better. One of its most useful advances is the use of demographic tools, thanks to which you can target potential customers who fall under a certain set of criteria. That way you don’t just send out your leaflets and hope for the best. Let’s look at a few ways our demographic tool can give your Targeted Direct Mail campaign a boost.
Undoubtedly one of the most important demographics, as many products are specifically geared towards a younger audience or the elderly. Using a demographic tool you can determine the median age of the population in a certain ZIP code area and determine whether it is worth it sending postcards there at all. Knowing a neighborhood’s average can help in other ways too, such as preparing the design of your ad. For example, as of 2013, 81% of people aged 25-34 used smartphones, compared to just 18% in the age group of 65+. If you are considering putting a QR code on your postcard for a certain neighborhood, check the median age and you got your answer.
Income is another essential criteria to use when segmenting your audience. Are you offering a premium product or service? Then it is only natural not to offer it to people who cannot afford it. Conversely, a budget offering is not likely to appeal to households in the upper-middle class range and above, even if they could afford it. Knowledge of the average income can help in another way. Let’s say you are selling home renovation tools. It would make much more sense to advertise them to people in the lower income range, since they are more likely to do repairs to their house themselves.
Whether a household owns their house or not is a relevant criteria for some businesses. A mortgage broker or a real estate agent will increase their chances of finding clients in a community where people rent, rather than own. The demographic tool can help you narrow down the scope of your audience even more with some extra features such as home market value, length of residence, first mortgage, dwelling unit size (single family vs. multi family), even the amount of their first loan.
The presence (or lack thereof) of children in a household can mean a world of difference to your Direct Mail campaign. You open a new party center for kids in the local mall. Or a candy store? An ice skating rink? Naturally, you want to use the demographic tool and target neighborhoods where people with children tend to live. You also want to make your ads more appealing to kids so when they go fetch the mail they can wave a brochure in their parents’ faces and repeat “Can we go, please?” until they run out of breath.
We all know that based on whether someone is single or married, we can make a lot of assumptions about their responsibilities, lifestyle, etc. A wedding agency or a wedding planner sending out ads in a neighborhood of 99% married couples, is practically throwing their money away. Now, that’s not necessarily the case for divorce attorneys. Just kidding. But combine the marital status with information about gender and the presence of children and you got yourself a niche to target. A night club for single childless dudes?
PersonicX Life Stage Clusters.
The above-mentioned are great sets of criteria for optimizing your EDDM campaign. But there is a way to go even more specific than that. The PersonicX Life Stage Clusters segments households into an extensive list of 70 clusters and 21 life stages. This is a huge advantage for marketers which allows them to go as narrow as they like. Just to give you an idea of how the clusters work, here are some of their names: “corporate clout”, “lavish lifestyles”, “platinum oldies”, “career centered singles”, “married sophisticates”, “soccer & SUVs”, “home cooking”, “resolute renters”, “city mixers”, etc.
As you can see infusing a little “science” into your Direct Mail campaign can do miracles and save you a lot of money. See for yourself and explore the full possibilities of our demographic tool.