mailing-lists

Building a Mailing List To Better Understand Your Target Customer

Building a Mailing List To Better Understand Your Target Customer

 

Every direct mail campaign relies upon a mailing list. You need to know who you are sending your copy to so that you can implement all of the best practices for personalization. The first step starts with a little hard work, and that involves compiling the data you already have on hand. With this data, you can understand who are your biggest purchasers and determine similarities between each individual so that you can target other customers like them in the future more effectively.

 

Working With Your Own Data

 

The first step should be determining who is your target customer. You can do this by reviewing past customers and start building a list from the ground up. When you do this, you should pay special attention to commonalities between customers so you can start constructing customer profiles. These profiles will give you a snapshot of your various customers and empower your marketing campaigns with all of the unique data that segments these individuals.

 

Now, every customer is unique. To say that a certain segment of your customer base is identical is a little misleading. You will most likely end up with a lot of different kinds of customer profiles, and there will be subtle differences that make each purchase just a little bit different. But this is where your hard work comes in since it’s your job to find where the data may overlap.

 

Though it may seem like a no-brainer, it is important just to focus on the customers that generated the most revenue for your business in some way—at least at first. Your other customers are important too, but initially, you should focus first on the profile that will help you target the most lucrative prospects.

 

What To Do With Your Profiles and Mailing List

Although the goal is to ultimately understand your target audience, these profiles and mailing list can serve to inform many of your marketing decisions. You can break the mailing list down, if you haven’t already, by each individual’s purchase history so you can find trends in their buying habits to improve any marketing that targets past customers. You can also use these lists to help you form a reminder campaign, which is particularly relevant to any business that is appointment based.

 

Another common practice businesses use is after they have put in all of the hard work of building your their mailing list to determine their ideal customer, they take this vital information and go purchase a clone mailing list.  A clone mailing list is a collection of prospects that fit the customer profile you have developed. This is why it is important to focus on the customers who have purchased the most from your business since this new set of similar prospects will have a greater potential of bringing in large amounts of revenue.

One Stop Mail offers great consumer & business mailing lists.

data-driven-direct-mail-marketing

Making Data-Driven Decisions To Improve Your Direct Mail Campaigns

Making Data-Driven Decisions To Improve Your Direct Mail Campaigns

 

The best way to improve the results of your direct mail campaigns starts with your data. It is important to have a system in place to monitor your direct mail results so that you can make more informed decisions later down the line. Whether this is about what copy works best or what color schemes are the most effective, data can help you change your direct mail game.

 

Audience Segmentation

 

Though it may seem like a no-brainer, one of the most useful things to help inform your direct mail campaign is information about your customers. It is crucial to have lots of data on your customers, such as name, age, profession, and other metrics so that you can not only personalize but also see how certain groups respond to your direct mail campaigns. This is called audience segmentation, and its purpose is to not only give you more data to target specific groups of individuals more effectively but allow you to monitor certain groups behaviors so that you can improve the performance of future campaigns.  

 

Data Drives Personalization

 

You have probably heard it time and time again, but there is a reason why personalization is taking over the marketing world. The use of data has grown over the last decade, and this has allowed companies to target their customers down to a specific individual. Some things that you can use to make your direct mail campaigns more relevant for someone is by using their name, be aware of their gender, use their purchase history to your advantage, and make an offer relevant to their location.

 

What Sort Of Data Should You Be Collecting?

 

Basically, you want to be collecting data that is going to be driving your decision making. If the data you are collecting is not doing this, then it is probably time to reconsider what data you are collecting. Furthermore, after you have started inferring what the data means and are not getting your desired results, this could be either a misinterpretation of the data or the data is not relevant to what you are trying to accomplish. That is why you should have defined strategy, be collecting data with an accurate system, and understand what your process is to weed out data that isn’t relevant and determine what parts of the reports are giving you your desired results.