We all know that Direct Marketing response is built on several key fundamentals:
- Using a Targeted mailing list
- Finding the right Marketing channels
- Creating a Solid Offer
- Market Timing
Each of these elements is important but, in my opinion, audience targeting is most important factor.
Reaching the right audience by using a targeted mailing list transcends channel. We need to focus our energy on reaching the right prospects. Once we know who they are, we can communicate with them through a variety of media. The key is using direct mail as the conduit. This is what connects print, digital, social and even telephone follow up.
The current resurgence of direct mail is predicated on a long history of response. Mailing to a targeted mailing list is often the only way to reach a specific audience.
In the “old days”, a mailing list used to be something that came on a label. We stuck it on an envelope, put it in the mail and that was that.
Nowadays, a name on a targeted mailing list may come with a great deal of information. As a result, marketers can communicate with that prospect on many levels. And, use different media channels to broaden their reach.
Different types of media help you connect
Pretend you own an Insurance Agency looking for new business. One of your insurance agents is selling Medicare Supplement Insurance. To reach the right targets, they select a Turning 65 list. The list will include that prospect’s name, address, and month & year of birth. This makes it a one-dimensional direct mail contact. They mail to each prospect a few months before they actually turn 65.
Or, your agent may opt to append telephone #s for phone follow up. Or, they may request an email address so they can continue the dialogue electronically. Likewise, they may match the file using addressable geo-fencing. This way they are maximizing the targeted mailing list to create a private audience for digital display marketing.
Above all, the fact is that marketing to that Turning 65 prospect through multiple channels increases response.
Then, use your list to Cross Sell
Let’s take this a step further. That same person may also be an excellent prospect for other insurance products. Your agent has already made first contact for one product. Why not reach out to the same prospect for another offer. Supplemental data can be included on the same targeted mailing list.
The supplemental data may include home or vehicle ownership, or presence of spouse or children. Or, you may want to include net worth, assets or lifestyle data. This is the type of information that lets you continue the dialogue. This increases your chance for conversion.
There are also great targeted business lists. Business lists can be targeted by SIC (Standard Industrial Code), employee size, sales volume – and the name of the decision maker. Always remember, you are not marketing to businesses. You are reaching out to the business owner or decision maker.
Bottom line
A finely-tuned targeted mailing list is the backbone of any direct marketing campaign. Above all, without a great list, a marketing campaign is a waste of money.