4 Things to Know About Your Target Audience When Creating a Mailer
Direct mail advertising remains popular for a good reason. Well-crafted direct mailers can lead to sales. Utilizing proper design and advertising copywriting works wonders toward making a mailer evoke the desired response in the right customer. A key point is that a company’s advertising must reach the right target audience. Otherwise, even the most innovative and brilliantly designed direct mail flyer might not generate sales. When putting a direct mailer together, knowing four vital things about your target audience could improve the chances of success.
1- Know the Fundamental Demographics of the Target Audience
Not all products appeal to everyone. Someone looking at retirement in the coming years might want to review a policy for term life insurance, but that same person won’t care very much about the latest video game. However, a 22-year-old may not have much interest in life insurance, but they will need to add the latest and best video games to their collections immediately.
Other factors besides age contribute to demographic targeting. Costly products might appeal to persons with high discretionary income levels. Heavy woolen clothing will sell better in geographic regions known for their cold climates than in places with milder or hotter temperatures. Ultimately, anyone selling a product or service must define their target demographics or risk wasting time and money.
2- Know What Interests Your Audience
If a direct mail flyer displays something the recipient finds interesting or intriguing, that flyer may land a customer. Someone who wants to save money would appreciate receiving a newspaper full of coupons. A person who likes high adventure could find the photo imagery of a mountainside escape in a travel brochure appealing. Again, if the advertising material connects with the recipient’s interest, expect the mailer to have more impact. Take that as a reason not to purchase solid lead lists that employ consumer and demographic research to determine what and how much interest a potential customer has.
3- Know When to Time Your Mailers
Advertising certain things at specific times during the year could be advantageous when the product receives increased seasonal interest. Something themed for a particular holiday obviously must meet customer calendar expectations. However, some products could be valuable all year, such as a simple rake, although the fall season would likely see high rake sales figures.
4- Know the Customer’s Consumer Patterns
Mailers could go out to past customers, hoping they will become repeat customers. Examining the consumer behavior patterns of those customers may help improve sales. For example, some customers may buy when there are special deals, or they choose to purchase at the end of the month instead of at the beginning. Understanding customer patterns can also help you avoid sending too many mailers to the same person too often. A mailer’s impact could diminish when sending too much too often. Effective timing might make the arrival of the direct mailer more welcome to the recipient.
Effective targeting is necessary, or a marketing campaign could go over budget and become ineffectual. Performing the research required to target an audience effectively can be a worthwhile investment.
