Money Well Wasted
If you’re sending out any kind of direct mail, your list is critical. Don’t just blanket a zip code, get specific with your mail house. Give them specifics. What’s the household income? Do they drive trucks? SUVs? Luxury vehicles? Are they likely to have children? How many? What about pets? The more you know your customer, the more likely you are to convert them into customers.
You’d be surprised how detailed lists can be, and how targeted and efficient your mailings will become.
If you’re not using a mail house to help hone down your list, start. Sure it costs a little more, but it will save you money and aggravation in the long run. Why? Quite simply, you won’t be sending mail to people who aren’t in your target audience. For example, why send an interior design postcard to people who live in apartments. They don’t own it. They’re not going to spend a dime renovating it. It’s a complete waste of money and paper.
Why am I writing this? I just received an over-sized glossy mailer to join a gym at a special rate. I’ve been a member for six months, and I joined at that very rate.
Michael — Excellent points. And while you may be frustrated by getting the mailer — at least you didn’t pay more for your membership!