Finding the Right Prospect List is the First Step in One-to-One Marketing.
You have heard about it. It is the activity of directing your marketing message specifically to the audience that is most receptive to what you are selling and doing so in the most appealing manner. Today’s technology and data management techniques make this easier than ever before.
Whether you are promoting through physical delivery methods (like direct mail or brochures) or through digital channels you want to be able to deliver your message to the right people at the right time.
Companies that have the most success with direct mail marketing target their prospects in two categories. The right geography and the correct demographic.
While geography is less important for online companies, most business is still local where proximity matters.
The most common geographical identifications are by county, zip code, carrier route or a selected radius (e.g., five miles around your business). A saturation mailing is when you mail to all the households in the geography you select. While you get the best rate on postage, even better than EDDM® – Ever Door Direct Mail® , you also may be sending your message to households that do not best fit your prospect profile.
To improve your results, you can “target” households within your selected geographical territory that share the demographic characteristics of your best customers. Because postage is the most expensive component of direct mail, “targeting” will allow you to pass over households that are less likely to respond to your message, saving your business money.
There are hundreds of ways to narrow the list. It takes analysis and testing to find the best set of demographic selects for your business.
A “reverse look-up” is a report showing a demographic analysis of your customer base.
You provide a confidential list of the addresses of the clients that have most recently purchased from you. The list is then compared to hundreds of characteristics to determine the top demographic selects that mimic your best clients. Then a list of prospects with similar characteristics in the targeted area is generated.
An Andrick & Associate consultant will help you analyze your prime One-to-One marketing candidate. We are here to help you target your best customer and make the most of your marketing investment.