Wondering how you can improve customer response rates to your direct mail pieces, such as flyers or postcards? Instead of hoping for the best with mass mailings, try focusing your message and budget on your ideal audience.
Target marketing is a powerful tool that helps you send the right message to the right customer. It’s about using information such as what your customers like, how they buy and where they are located to help you reach the people mostly like to respond. Here are 3 key steps to help you start growing your business with target marketing.
1. Find the customers who are most likely to respond to your campaigns
Start by gathering information about your existing customers from sales data, web site traffic statistics, results from previous campaigns or through customer surveys. You might gather information such as:
- How many items your customers buy
- How often they shop with you
- The ways they prefer to receive information (such as by direct mail or your website)
- Their personal tastes and interests
- Their address and postal code
- Demographics such as age, gender, marital status. Statistics Canada census information is a great source of free demographic information.
Use the information you collect to create customer profiles or groups with similar characteristics. Then you can tailor your direct marketing pieces, such as flyers, samples or catalogues, to their behaviours, interests and location. For example, a restaurant could send a postcard to customers that also go to the nearby theatre and offer a dinner promotion before the show or dessert afterwards.
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2. Locate your ideal customers on the map
Now that you know which customers are most likely to respond to your marketing campaigns, how do you reach them? Being able to map your customer segments by their postal codes lets you target consumers based on a certain distance to your business.
Knowing where your customers are on the map can also help you assess new opportunities to find more customers that are likely to respond to your campaigns. For instance, the restaurant close to the theatre might attract customers who live farther away but attend the theatre that is close by. They could send the dinner promotion postcard to those customers outside their usual radius.
To locate people in a particular neighbourhood that fit your ideal customer profile, you can try Canada Post’s free Precision Targeter tool. You can also consider reaching new customers by renting a mailing list. Canada Post’s Canada Complete list, for example, offers a wide range of targeting options.
3. Keep your customer information up to date
Once you find your ideal customers, make sure to keep your address databases up to date, so your marketing materials get to the right people. Older databases often contain duplicate names, address variations and out-dated information. This makes it more difficult to get to know your customers and tailor your messaging and campaigns to their needs and interests.
Businesses with good information can make fully informed decisions about marketing, growth forecasts, trends or media plans. If you think your customer database may be out of date or inaccurate, Canada Post’s Data Management Services can help you clean it up.
Get started with target marketing
If you’re new to target marketing, learn how you can request a customized solution for your business today. Or try our free Precision Targeter online tool, which offers interactive, map-based targeting.