Using a Targeted mailing list may feel counterintuitive. If you’re new to direct mail, you may be wondering any or all of these questions: Wouldn’t it make more sense to send mailers to as many people as possible? Doesn’t sending direct mail to a broader audience increase your chances of getting sales? Isn’t it better to market to a diverse group so that you can attract all types of buyers?

Simply put, the answer is no. You achieve better Campaign results with a Targeted Mailing list. Today, we’re explaining four key reasons why targeted campaigns perform better.

More Qualified Prospects
The people who buy your product or service have some distinct characteristics. They could be anything from age, occupation, income, marital status. These traits set them apart from people who aren’t your customers. Your chances of closing a sale or even getting a response dwindle when you send mailers to people who don’t meet the criteria of your buyer persona. With a targeted data, everyone on the mailing list is a qualified prospect. They all have the traits of your target audience. It eliminates everyone who isn’t in the market for your products/services.

Reduces Campaign Costs
One thing that we consistently stress on our blog is that you should never buy cheap data. It’s the most important thing you need to invest in to have a profitable campaign. Purchasing a quality targeted list may be a higher upfront cost than a cheaper generic list, but it ultimately will lower your campaign costs. Sending mailers to a smaller group means that you save money on print and postage.

Higher Profit Margins
Time, money, creativity, and effort get poured into direct mail campaigns. You want to make sure that all of these resources don’t get spent in vain for a campaign that only breaks even or yields a tiny profit. Like any marketer, you want a significant profit margin to justify the money spent on the campaign. By reducing print and postage costs, you’ll see a greater profit margin when your campaigns use targeted data.

Easier To Personalize
Personalization is key in direct mail. People are more likely to respond to a mailer if it resonates with them. It’s harder to create a personal mailer that will pique the interest of a larger scale audience. The content won’t feel personal to many of the recipients. If you try to create a mailer that will work for everyone on the list, it will become generic and resonate with no one. A targeted list makes it easier to personalize and will then be more likely to generate response and sales.

Looking for a highly targeted mailing list? Contact us today.

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