Posted By Seamus Barton
Segmentation And Its Effects On Direct Mail
Segmenting data is a key component in any direct mail
strategy. Think of is as separating the “Can Buys, from the will buys” The idea here is to focus on the will buys for each campaign. Keep your focus on the targets with the highest propensity to buy from you.
Segmenting will result in smaller more targeted campaigns vs the more generic higher volume projects used in the past. This trend will generally add more per unit costs to your campaigns, but will yield a better return on your overall investment.
There is a process called predictive analytics can help you identify your best customers and take the guess work out of identifying your best targets. This process involves reviewing customer trends and buying cycles. Group clients with similar behaviors and habits together and tailor your messaging to best communicate your offer to this group.
By having a better understanding of your customer base, predictive analytics and segmentation ultimately lower costs and improve the ROI of your direct marketing programs. It will help provide your sales force with actual leads rather than just responses.
About: Seamus Barton
Seamus Barton joined Troi Mailing Services in 2014 after graduating from York University with a Bachelor’s Degree in Professional Writing. As a manager of print and direct mail solutions, he sees how words play an important role in personalizing any experience. Seamus’ passion for writing motivates him to provide frequent direct marketing content that supports each Client’s individual needs. Please chat with Seamus about commercial printing and direct mailing campaigns, or about how to marry digital and physical strategies for optimal Smartmail Marketing success.
You can connect with Seamus on LinkedIn or by calling Troi Mailing Services at 1-866-486-0423 or via email at firstname.lastname@example.org. Read his latest article featured in Direct Marketing Magazine on “Dimensional Mail: Marketing’s Buffet Lobster“