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Don't overlook demographic targeting in direct mail
As small businesses begin to make more room in their budgets for new marketing campaigns, analysts and consumers can expect a bit of a resurgence in direct mail initiatives, especially as studies from eMarketer have shown small firms find direct mail to be more effective than social media.
However, like all marketing campaigns, direct mail requires certain strategies, and if businesses cannot get a grasp on what works - be it certain web-to-print methods, use of mailing software, content, tone of voice or design - they will likely experience a poor return on investment.
One of the most overlooked aspects of direct mail marketing is demographics - namely, deciding which groups to target and how best to do that.
"Really think through who your current customers are, and who you’d like to reach - meaning who do you think would be your next most likely customers?" asks Greg Brown for TMC Net. "This might not be simply residents nearest your place of business; it could, in fact, be a more family-oriented suburb a couple of ZIP Codes over, for instance.
Brown adds that businesses may even want to expand the radius of their targeted area. It's also important to remember that demographics aren't merely geographical - they're cultural and generational too.
