According to Wikipedia, there has been constant debate over the classification of ethnic groups. Membership of a particular group tends to be associated with shared cultural heritage, ancestry, history, homeland, language or dialect. Consequently, by the nature of the concept, ethnic groups also tend to be divided into subgroups. These subgroups may themselves be or not be identified as independent ethnic groups, depending on the source consulted.
Drilling Down by Subgroup
There are definitely some offers that can be directed by ethnicity. For example, a business selling kosher food might want to mail only to Jewish households. Furthermore, a company selling discounted telephone service to southeast Asia may want to select a list of Vietnamese households. A catholic church may only want to mail to known catholic households. Hence, we are narrowing down the prospect universe by ethnic household composition. For that reason, if these groups are too broad, you might want to look at our list selection options by ethnic detail.
Finely-tuned direct marketing truly lends itself to our Ethnic Detail list criteria. For example, you might be able to drill down to a very specific ethnicity to suit your marketing objective. Similarly, there may be groups you want to omit in your marketing. As a result, you can narrow your list to the best possible group of prospects. This is the beauty of direct marketing. Above all, when you streamline your list and select high probably targets, you will increase your Return on Investment. This is due to the fact that you are eliminating the costs involved with marketing to people who aren’t the right prospects for your offer. Likewise, you are also better able to tailor the copy and offer to the specific market group. When the list, copy and offer align, your response will increase. Above all, this is your goal.
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