Direct Mail 101: Understand Your Audience

Direct Mail 101: Understand Your Audience

Effective audience segmentation is the foundation of any good direct mail campaign.

Understanding your ideal target’s buying preferences and pain points can help you better tailor your campaign’s purpose.

Creating you Buyer Persona

A buyer persona is your ideal customer. By creating different buyer personas for each of your product or service, you can better understand your audience and help to your sales team to find new qualified leads, who might be interested in your offers.

audience

Here are some questions to consider as you build some personas of your ideal customer:

  • What do they do?
  • How old are they?
  • What are their hobbies?
  • What is their salary?
  • Where do they live?
  • What are their short and long-term goals?

HubSpot offers great templates you can use to create your buyer persona.

Segmenting your Audience

Geographic Segmentation

audience

Geographic segmentation identifies consumers in a defined geographic area. This can be defined by Eircode, city / town, county, or country.

Azure Communications has technology that allows you to target your prospective and current customer in Eircode level. By dividing the country in SABs (Small Area Boundaries), we can deliver door drops at 1/3 of the price of traditional mail.

Demographic Segmentation 

This method targets individuals based on common traits, such as age, gender, life stage, profession and other. This helps you connect with them on a more personal level, as you can design your message, offerings and mail pieces to reflect their lives.

demographic segmentation

Geographical and Demographic Segmentation

Azure’s technology allows you to send your mail targeting a certain demographic within a SAB. We use your data to target new prospective clients, based on known customers in the area.

We overlay your current customer Eircode’s on a mapping tool and show exactly where your clients are and what profile they have.

geographic segmentation

Industry Segmentation (B2B)

When sending a mail piece to other business, you should focus on your audience’s pain points. By understanding their industry, you can craft your offerings around their problems.

For businesses, demographic data and variable may include the following:

  • Company size
  • Industry
  • Products or services provided

 Sales Stage Segmentation

audience

Sales stage segmentation is based on where prospects are in the buyer journey.

You can segment your list into active customers, inactive customers, prospects, one-time buyers, frequent buyers, loyal customers, past customers, or purchase history.

By doing this, you can craft your message in order to incentivize them to move to the next stage in the buyer’s journey. This is a great way to nurture leads and turn inactive into active customers, and one-time buyers into loyal customers.

Contact us!

Azure Communications has the experience and expertise to help create your next mailing campaign.  Call us at (0)1 531 2695 or email sales@azurecomm.ie