You’ve got your layout down. Messaging is on target. Your brand integration is to die for. There are many crucial considerations when honing a great direct marketing campaign. But where the rubber meets the road is in your audience. Who’s on your mailing list, and why? Targeting the right audience and getting your direct mail campaign into their hands at the right time is the telling factor of a successful marketing campaign. If you get your campaign perfect, but fail to send it to the right folks, you’re launching a perfectly engineered rocket with faulty navigation. Not destined to be a giant leap for mankind, you’re not likely even to make that small step for business, and you’ve definitely made a big budget mistake.
But it doesn’t have to be that way. With the right partner, you can take the guesswork out of direct marketing and get the results you need.
Only targeted mailing lists give you your ROI.
And it’s not only about getting right message into the right hands. The very people seeing your message should also be those you have decided are most likely to respond positively, resulting in new sales, new clients, and bolstered business relationships. This is the goal of any direct marketing campaign: to build your business and give you your desired ROI.
How do you do that? If you don’t want to spin your wheels, you’ve got to put in the investment. This is where a marketing partner comes in, and where Safeguard can help. Crafting a well-refined audience for each campaign is going to cost more and take longer than a wide blast. But it pays off.
Check out an example.
General list vs. targeted list? No competition.
This table represents two direct mail campaigns for a pet supply company with identical offers and identical creative execution.
The general list, which costs $200 to generate (according to zip code only) caught the attention of a few of the right people, netting $5,000 in sales, and producing a return on investment. That’s good, right? But this method is a bit like the saying, “Even a broken clock is right twice a day,” because if you compare it to the targeted campaign, you’ll see there’s no doubt which method wins the real net gain. By spending $1,000 more for a carefully targeted campaign, the mailing list focused on known pet owners in households with expendable income, and netted $20,000 in sales, because the ask was going to the right people. The targeted list gained nearly 12x the profit and ROI of the general list.
You don’t have to take a gamble on your direct mail campaigns, or play a risky guessing game with profit margins. Safeguard is here to help.
Here’s what we’ll do for your business:
Craft your mailing list carefully. We do this with you through:
- Demographic targeting: you get the right folks for your offer and for your business.
- List sourcing: you gain and manage a list of absolutely accurate names and addresses within your target.
- Honing your list: we strive for a flawless match between your message and the people who benefit most from it.
We’ll also help you craft that message to reflect the preferences of your target audience, sharpen your tone and aesthetic, increase appeal, frame the offer for maximum effect, and send your campaigns with the frequency most likely to keep the interest of your constituency.
Other advantages of partnering with Safeguard include:
- Every Door Direct Mail®: helps you reach out effectively to your neighbors, gaining clients from those who live closest to your business.
- Integrated digital marketing services: harmonize your direct mail strategy with your email and social media to create a seamless effect.
If you’re ready to make a game-changing decision for your marketing efforts, connect with a Safeguard Consultant TODAY. We’re here, we’re the experts, and we love seeing businesses succeed.