In this part of our Direct Mail Marketing FAQ series, Joy tackles the question “Whom should I mail to?” When a prospect or customer approaches us with a desire to fix their marketing or improve upon their success, this is the question we delve into first. The reason is that there is no other aspect of marketing that can have as profound an impact on success as proper targeting.
Here are some things to consider regarding targeting:
• Who do your customer records/invoices say are your best customers?
• Do your different products/services have different target audiences?
• Are you targeting people that are (without any help from you) already likely to be interested in your product?
• Are you neglecting an audience that is a better fit because it is smaller than another audience?
The key to targeting is to find the exact population that is MOST LIKELY to buy from you. Then, once you have success in that market, you can expand to reach other (potentially larger) audiences.
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