Have you ever played a game of darts blindfolded? It usually ends up with something getting broken or someone getting hurt. It’s difficult, if not impossible, to win the game when you don’t know where your target is.
Similarly, it’s challenging to attract more customers to your small business if you’re mailing out postcards without a targeted mailing list. Your direct mail campaign can be sent to irrelevant recipients, wasting your marketing efforts. In this blog post, you’ll learn more about how to target your mailing list and how it can benefit your business.
Why Targeting Your Audience Matters
Each postcard you send out comes with a cost. The end goal is have as many people as possible look at your direct mail—not throw it away immediately. Unfortunately, if you aren’t targeting a specific group of people, that’s exactly what can happen. People see that the postcard doesn’t apply to them or doesn’t interest them, and they toss it, throwing away your marketing money along with it.
However, when a targeted mailing list has been narrowed to only a relevant, ideal customer base, recipients are much more likely to see your postcard and act on it.
How to Target Your Mailing List
Look for certain characteristics of the consumers you want to attract. For instance, you can break down your mailing list based on age, income, home value, and many other factors. For instance, instead of sending postcards meant for retired seniors indiscriminately to an entire zip code, target areas that have a high concentration of this demographic and specific people who fit into this category. It’s worth putting in the time and effort to aim directly at the customers you want to bring in, rather than casting a wide, expensive net and hoping to catch a few bites.
Exchanging Mailing Lists with Other Businesses
As a small business owner, you have other local resources to turn to if you’re looking to reach more people in your customer base. Other companies may have already compiled a list of ideal customers. For instance, if you own a bridal boutique, you can ask the owner of a florist shop if they’d like to exchange customer lists with you. Reaching these additional customers can be mutually beneficial for you both and get your direct mail in front of your future customers.
Ultimately, dedicating your marketing budget to direct mail that is going to your target audience is a smart move for your small business. You have tons of information at your disposal and can zero in on those you want to make your new customers. By using a targeted mailing list, you can have a greater return on your marketing investment and see real progress toward your business’s growth.
About Strategic Marketing Solutions
Strategic Marketing Solutions was created to exclusively help small businesses grow and succeed. In addition to designing postcards, we can help with targeting mailing lists, printing, and sending direct mail. We also have online services, such as website design, call tracking, and SEO and PPC campaigns. If you are interested in learning more about our services, you can contact Strategic Marketing Solutions through our website here.