Have you got a small business? Do you encourage visits to your health store, your gym, your jogging club? It’s time to discover fitness postcard marketing and what it can do for you!
An excellent direct mail marketing that uses the right design, the right call to action, the right incentive and most importantly – the right audience – can transform your business for good.
By using data to target your direct mail campaigns, you can reach people who are more likely to be interested in what you have to offer. This can lead to higher response rates and better ROI.
Types of data you can use to target your direct mail campaigns
There are many different types of data that you can use to target your direct mail campaigns. Some of the most common types of data include:
- Demographic data: This data includes things like age, gender, income, education level, and occupation.
- Behavioral data: This data includes things like website visitation history, purchase history, and email engagement history.
- Psychographic data: This data includes things like interests, values, and lifestyle.
Whatever data points you’d like to use, make sure that the information is up-to-date and accurate.
How to use data to target your direct mail campaigns
There are a few different ways that you can use data to target your direct mail campaigns. One way is to use a mailing list broker. Mailing list brokers have access to large databases of consumer data. You can provide them with your targeting criteria, and they will provide you with a mailing list of people who meet your criteria. Ideally, your direct mail provider should have a variety of up-to-date lists for different markets and sectors, or the ability to obtain them for you.
Another way to target your direct mail campaigns is to use your own customer data. If you have a CRM system, you can use it to segment your customers based on their demographic data, behavioral data, and psychographic data. You can then send targeted direct mail campaigns to each segment.
If possible, include incentives and offers that are specific to that segment to boost response rates. For example, if you are targeting elderly residents in your community with your gym postcards, lead with water aerobics or low-impact exercise classes. If you are targeting families, mention any daycare or kids’ gym activities you might have on offer. You don’t need to personalize every postcard – just speak to the segment that you think will be the most useful or lucrative for your business.
Finally, you can also use social media data to target your direct mail campaigns. Many social media platforms allow you to export the data of your followers. You can then use this data to target your direct mail campaigns to people who are already interested in your brand.
Tips for creating effective data-driven direct mail campaigns
Here are a few tips for creating effective data-driven direct mail campaigns:
- Make sure that you’re using the right type of data to target your audience. For example, if you’re selling a new type of software, you might want to target your direct mail campaign to people who have visited your website and downloaded white papers on similar software products.
- Don’t just send the same direct mail piece to everyone. Instead, segment your audience based on their demographic data, behavioral data, and psychographic data. This will allow you to send more targeted and relevant messages.
- Make it easy to respond: Make it easy for recipients to respond to your direct mail campaign. This could include a call to action, such as a coupon code or a link to your website.
- Don’t rely on just one source of data to target your audience. Instead, use a variety of data sources to get a more complete picture of your target audience.
- Make sure that your data is up-to-date. As your target audience changes, so should your direct mail targeting criteria.
- Don’t be afraid to test different targeting strategies to see whether or not there are specific segments that respond better than others.
Finally, don’t be afraid to repeat your campaigns regularly. Not everyone will jump at your first offer or respond to the first mailer you send. Regularly repeating your campaigns at set intervals can serve as a useful reminder to existing or new customers to visit your business.
Data-driven direct mail targeting is a great way to improve the response rates and ROI of your direct mail campaigns. By using data to target the right people with your mail, you’re more likely to engage them with your brand and drive them to take action.
