Overview
Reaching prospects via a mailed card campaign requires a targeted, focused mailing list. A mailing list allows one to directly select for customers and/or prospects that fit a particular marketing demographic. For instance, you may want to target new homeowners in a particular zip code. Purchasing a reliable marketing list will allow you to mail your intended mailing campaign (e.g. postcard, letterhead, brochure, flyer, etc.) while minimizing duplicate addresses, unknown parties, and/or inaccurate data.
Choosing a list
In most cases, a typical business and/or organization will have a general sense of their typical customer, i.e. age range, purchasing habits, etc. Over time most businesses are able to assess their customer profile while allowing them to target potential customers that may not currently buy from them. For example, suppose that you own a local restaurant and your current clientele ranges from the age of 35-50 years of age. Now, you may have the intention of expanding your customer base and want to specifically target the 25-34 year age range using a mailing list and card campaign. At this point, you may consult with a qualified list broker who can help you select a mailing list that will increase your chances of targeting your preferred age range, i.e. 25-34 years of age. The list broker may point out some different filters such as buying habits, homeownership, college graduation status, etc. to help you narrow your search criteria. Once you have narrowed the parameters for your list requirements, you can then purchase your list for either a one time use or multiple use option. In most card campaigns, a multiple use option offers the most affordability and flexibility because you can use the same list while carrying out your mailing campaign throughout the year.
Putting it Together
Now that you have decided on the appropriate list to purchase, designing your card campaign and coordinating the mailing efforts will soon follow. Going back to our original example, the restaurant may want to devise a card campaign that has a look, feel, and offer that would appeal to their target, i.e. 25-34 year age bracket. Once a suitable design has been selected, focusing on the mailing process would be the next progression. In that, if you are going to host a limited dining engagement i.e. an offer that should be used for a special date and/or event and is time sensitive, then you must coordinate your mailing efforts so that your message reaches the intended target on time. A mailing source and/or provider should be able to help you coordinate your printing efforts so that your print items would be received in the mail by a specified deadline. In our previous example, missing a print and/or mailing deadline may result in missed opportunities and frustrated customers. In fact, the mail coordination process can be highly critical because time sensitive deadlines can be missed if a mail service provider or print provider issue creeps up at the last minute. Moreover, careful planning and responsible print and mail providers ensure the chances that your mailing project will be a success.
