Every day, we are faced with how and who to market our clients’ products and services. Most of the time, the “who” is the most important part of the equation. The days of marketing to everyone in a particular zip code are over. Improve your response rates by selecting the right group for the particular product you are promoting. Case in point – you want a campaign for your Home Equity loans. Your first thought is to mail to everyone that lives in a home. You are on the right track, but consider these other options to refine your list – mortgage loan amount, available home equity range, property type, loan date, estimated credit score, etc. These will data mine your list and save you money by helping you narrow in on your true target market.
As we talked about in a previous blog post, Print Marketing, print mail is most definitely not dead. By narrowing in on a specific target market there are many benefits. Email marketing can be difficult because acquiring email addresses is difficult in itself. With direct mail we can pull addresses for you to pinpoint just the right people for your particular campaign. Mailers can be more creative than eBlasts with different coatings, types of paper, cut outs, and more. It will linger on coffee tables for days, increasing the shelf life. Direct mail also has a higher deliverable rate than most emails, ensuring that your message goes exactly where you want it to. With direct mail, you can drive your potential clients to your websites with offers or incentives. One sure way to really capture your audience is with an email sign up once they get to your website and send a follow up eBlast.