direct mail segmentation


You know by now that reaching the wrong person with your direct mail marketing is the same as throwing the mail piece into the trash. But you’re in possession of hundreds or even thousands of mailing addresses. How can you possibly know who should receive what?

Marketing is all about creating and maintaining relationships. The more you know your buyers, the easier segmentation will be. So, let’s take a look at how you can make sure your buyers actually look forward to your mail instead of tossing it out upon receipt.

1. How Much Is Too Little?

Let’s start by saying that zero segmentation is not enough. If this is your very first mail piece as a company, then you may get away with a blanket message to potential customers. Otherwise, you have some knowledge of the buyers on your mail list. Use that knowledge to make sure the right person gets the right message at the right time.

2. Know the Stage of the Buying Cycle

You should know which of your prospects are brand new, which have made a purchase before, and which are your loyal brand advocates. You may even have some idea where a few of those in-between customers are—the ones who haven’t made a purchase yet, but they have shown interest in your products or services.

Use that information to hone your message and reach buyers exactly where they are. How appreciated will a loyal customer feel if they’ve been a buyer for years, but you send them a deal only available to brand new customers?

3. Know the Buyers’ Interests

Those consumers who’ve made purchases from your company tell you everything you need to know about their interests. Sure, there are times when a purchase may deviate from the usual, such as holidays or birthdays when gifts are bought, but your messaging should focus on the things they obviously love.

4. Check Your Timing

There will be instances when various segmentations of your contact list contain the same recipients. Even if the messaging is different, the multiple mailings could prompt an eyeroll. If it happens more than once, your postcards and letters will likely be ignored.

Timing is absolutely everything. Make sure you’re not inundating your buyers with your marketing pieces, and they’ll be more likely to pay attention to the items they receive.

5. Don’t Overdo It

If your mail segments are too small, you’re not likely to see a big return on your investment. As important as reaching the exact right person is, you do sometimes have to cast a wider net to make sure you’ll catch something. That means you’ll need a broad-reaching marketing piece on occasion, such as a newsletter or an offer that’s available to everyone.

At AMi, we’re passionate about direct mail marketing with a purpose, and that purpose is to grow your business. We’d love to speak with you about your needs so you can reach the right person with the right message at the right time, every time.